5.1 Identifying and understanding customers

• Psychographic segmentation focuses on lifestyle and values
• Common segmentation criteria are used to divide a market into smaller groups
• Psychographic segmentation considers lifestyle and values
• Steps to develop customer personas

  1️⃣ Gather data

  2️⃣ Identify key traits

  3️⃣ Create persona profiles

  4️⃣ Refer back to segmentation
• Market segmentation allows for efficient resource allocation.


  True
• What are the two main types of customer needs?

  Functional and emotional
• What is an example of an emotional need in marketing?

  Status
• Arrange the stages of customer purchasing behavior in the correct order.

  1️⃣ Awareness

  2️⃣ Consideration

  3️⃣ Purchase

  4️⃣ Post-Purchase Evaluation
• Post-purchase evaluation involves assessing satisfaction with the purchase.


  True
• Psychographic segmentation divides the market based on lifestyle, personality traits, values, or attitudes
• Geographic segmentation divides the market based on location, such as country, region, city, or neighborhood
• Ensure personas align with your market segments
• Why is it important to refer back to market segmentation when creating personas?

  To ensure alignment
• What motivates Tech-Savvy Tina in her purchasing decisions?

  Sustainability and efficiency
• What do emotional needs address beyond functionality?

  Status or belonging
• Stages of customer purchasing behavior

  1️⃣ Awareness

  2️⃣ Consideration

  3️⃣ Purchase

  4️⃣ Post-Purchase Evaluation
• What happens during the post-purchase evaluation stage?

  Assess satisfaction
• What does an innovation-based positioning strategy highlight?

  Technological advancement
• Market segmentation divides a broad market into smaller groups with similar needs or characteristics
• What does demographic segmentation consider?

  Age, gender, income
• What is one benefit of market segmentation?

  Tailored marketing strategies
• Demographic segmentation includes factors like income and education level.


  True
• Customer personas are semi-fictional representations of ideal customers.

  True
• Budget-Conscious Ben is a teacher who is value-oriented and family-focused
• Analyzing customer needs and desires is crucial for effective marketing.


  True
• Functional needs refer to the basic requirements customers have for a product or service to perform its intended purpose.


  True
• Customer purchasing behavior includes the decisions and actions consumers take when buying goods or services.


  True
• During the consideration stage, consumers evaluate different options
• Match the type of market segmentation with its description.

  Geographic ↔️ Based on location

  Demographic ↔️ Based on age and income

  Psychographic ↔️ Based on lifestyle

  Behavioral ↔️ Based on loyalty
• What is the goal of identifying common segmentation criteria?

  Divide markets effectively
• What are customer personas based on?

  Research and data
• Develop detailed persona profiles with a name, image, and short bio
• Steps to develop customer personas

  1️⃣ Gather data

  2️⃣ Identify key traits

  3️⃣ Create persona profiles

  4️⃣ Refer back to segmentation
• Functional needs are basic requirements for a product or service to perform its intended purpose
• The stages of purchasing behavior start with awareness
• Customer purchasing behavior includes decisions and actions consumers take when buying goods or services.

  True
• What does a price-based positioning strategy emphasize?

  Low-cost or premium pricing
• What is market segmentation?

  Dividing markets into smaller groups
• Geographic segmentation is based on location.

  True
• Behavioral segmentation considers purchase habits.


  True