In the late 90s and early 2000s, which company dominated the market for desktop operating systems but was trying make headway into the market for server software?
When Microsoft was trying to convince IT managers to switch or buy their software, they found that different IT managers have different _________ and therefore will respond positively to different sales pitches.
____________ is how you begin to answer the question: “Who is my customer?”
There is one right way to segment a market.
The second thing to understand is that segmentation is not a one-time prospect. Markets are _________.
When you conduct your segmentation analysis, your segments should be both ________ exclusive and __________ exhaustive.
In contrast to demographic profiling, it can be more effective to create _________ segments; grouping people together based on what they value, their personality traits, lifestyle, etc.
Ques 1 Microsoft
Ques 2 Approaches
Managers with different approaches and so will have varied likings and hence will respond to varied pitches.
Ques 3. Segmentation
As it is after segmenting the people, we choose the target customers.
Ques 4. False
Segmentation is a very subjective process and so there is no one right method.
Ques 5. Fluid
Markets are ever evolving and thus other options are incorrect.
Ques 6. Mutually exclusive, collectively exhaustive.
The segmentation process should ensure that customers are unique to each segment and must in totality cover all customers.
Ques 7. Psychographic
based on what they value, their personality traits, lifestyle, etc- are all part of psychology of people and thus psychographic segments.
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