Explain the purpose of market segmentation in terms of the division of the market into groupings with similar characteristics, needs, wants and behaviours. (SO1 AC1)
Explain marketing segmentation implications which could exist. (SO1 AC2)
Explain how marketing segmentation can result in better access and return on investment. Make use of an example to explain your answer. (SO1 AC3)
Identify and explain geographic, demographic, psychographic and behaviouristic segmentation bases. Make use of examples to explain your answer. (SO1 AC4)
Identify common profiles which you have encountered for market segmentation in your industry. Make use of an example to explain your answer. (SO1 AC5)
Explain the common needs and characteristics identified derived from market segmentation. (SO2 AC1)
Identify market positioning variables for each target market relevant to your industry. Make use of examples to explain your answer. (SO2 AC2)
Identify changes to marketing mix variables and their positioning for different market segments. Make use of examples to explain your answer. (SO2 AC3)
Identify changes to the marketing mix variables and their positioning for different marketing segments and cultural influences. (SO3 AC1 & 2)
Explain the monitoring mechanisms for tracking changes in buying behaviour of market segments. Make use of examples to explain your answer. (SO3 AC3)
Grading can be reviewed and adjusted.
Grading can be reviewed and adjusted.
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