Answer to Question #256679 in Marketing for Dingaan

Question #256679

Discuss the three behavioural segmentation bases providing theory and

relevant application.

12 marks

Discuss the two selected positioning methods providing theory and relevant


6 marks

Brief summary and concluding thought.

Expert's answer

Question 1

Purchasing and consumption behavior; involves understanding consumers’ behavior based on purchase power and usage of products to determine when and how to market effectively.

Occasion Purchasing; this segmentation considers a customer’s life in a day or year to determine purchase behavior; seasonal purchases such as holiday gifts are different from daily purchases.

Customer loyalty; this behavioral segmentation characterizes customers who exhibit loyal behavior to a business; rewards can be reciprocated.

Question 2

Pricing positioning, this method focuses on the relationship between price and quality of product and services regarding customer’s perception. Lower or higher price strategies can be used as positioning mechanisms.

Product process position; involves associating a product with a specific consumer or class of consumers; product influencers or famous personalities are examples of product process positioning.

Question 3

Market segmentation and product position serve a critical role in the marketing of products. It is vital to understand market segmentation to determine marketing techniques to address the market effectively. Product positioning also helps to helps to determine how a brand is perceived in the market. 

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