Marketing Segmentation

What does Volume in Big Data mean?

The sheer amount of data (petabytes+), including transaction data, social media streams, sensors. Challenge is finding relevance, not just storage.

What does Velocity in Big Data mean?

The speed of data flow (real-time streaming, RFID, sensors). Must be processed in near real-time.

What does Variety in Big Data mean?

Data formats differ: structured (databases) + unstructured (text, email, video, audio).

What does Veracity in Big Data mean?

The accuracy/truth of data. Example: sarcasm, fake reviews, sentiment analysis errors.

What does Variability in Big Data mean?

Inconsistencies in data flow, like seasonal spikes or trending topics.

What does Value in Big Data mean?

The usefulness of data. Turning information into insights and business outcomes.

What is Production Orientation?

(1850s–1920s) Focus on production efficiency. Demand > Supply.

What is Sales Orientation?

(1930s–1950s) Focus on selling aggressively. Supply > Demand.

What is the Marketing Concept?

(1950s–now) Focus on customer needs and satisfaction better than competition.

What is the Production Concept?

Consumers prefer affordable, widely available products. Focus: efficiency & distribution.

What is the Product Concept?

Consumers prefer high-quality, innovative products. Risk: ignoring what the market needs.

What is the Selling Concept?

Customers won’t buy enough unless aggressively sold to. Focus: persuasion, not need.

What are the four pillars of the Marketing Concept?

Target market, customer needs, integrated marketing, profitability.

What are the 4 elements of the Marketing Mix?

Product, Place, Price, Promotion.

Steps of the Search-to-Purchase Funnel?

Awareness → Familiarity → Consideration → Purchase → Loyalty.

Steps of the Consumer Decision Journey?

Consider → Evaluate → Buy → Enjoy → Advocate → Bond (loyalty loop).

What are innate needs?

Physiological/biogenic needs (primary).

What are acquired needs?

Learned from culture/environment (secondary).

What is extrinsic motivation? Examples?

Doing something for rewards/recognition.

• Work: money, promotions

• Religious: reward/punishment

• Academic: grades

• Emotional: popularity

What is intrinsic motivation? Examples?

Doing something for personal satisfaction.

• Work: pride in creation

• Religious: charity, selflessness

• Academic: eagerness to learn

• Emotional: self-esteem, belonging

What is apathetic motivation?

Neutral motivation. Independent of intrinsic/extrinsic, still influences adoption of technology.

What are the 10 high-impact motivators?

Stand out, confidence in future, well-being, freedom, thrill, belonging, protect environment, be who I want to be, feel secure, succeed.

What are the 3 phases of leveraging emotional motivators?

1) Inventory existing data, 2) Analyze best customers, 3) Commit to emotional connection as growth strategy.

What are the major origins of culture?

Geography, History, Political Economy, Technology, Social Institutions.

What are the major elements of culture?

Rituals, Symbols, Beliefs, Thought processes, Cultural values.

What are Hofstede’s 4 cultural dimensions?

• Individualism vs Collectivism → self vs group orientation

• Power Distance → hierarchy vs equality

• Uncertainty Avoidance → comfort with risk/ambiguity

• Masculinity vs Femininity → achievement/assertiveness vs quality of life/care

What do Hofstede’s measures actually measure?

Cultural values at the national/societal level (not individuals). Apply to work culture, consumer culture, and social norms.

What are the 4 types of nonprobability sampling?

Convenience, Judgmental, Quota, Snowball.

What are the 4 types of probability sampling?

Simple random, Systematic, Stratified, Cluster.

What 3 data sources were used in the Deli Meat segmentation?

Industry expertise, NPD survey data, Client segment definitions.

What 5 data sources were used in the Italian Sausage segmentation?

30+ years of consumption, consumer attitudes/behavior, diet/nutrition, snacking, shopper insights.

In the Italian Sausage segmentation, what did they learn?

Convenience and versatility (not indulgence/heritage) drive purchases.

What is the top news source for Boomers, Gen X, Millennials, Gen Z?

All = TV.

Percent who say meals are not technology-free?

Boomers 52%, Gen X 45%, Millennials 40%, Gen Z 38%.

Percent who eat out at least once per week?

Boomers 29%, Gen X 44%, Millennials 58%, Gen Z 46%.

Top spare time activity for each group?

Boomers/Gen X/Millennials = Watch TV, Gen Z = Listen to music.

Who is job loyal?

Millennials aren’t; Gen X and Boomers are more loyal

What did Asian consumers rethink post-COVID?

Ate at home more, bought fresh food, more willing to buy produce online.

What are the 6 thresholds of COVID-19 consumption?

Proactive health, Reactive health, Pantry prep, Quarantined living, Restricted living, Living a new normal.

What are the 3 major benefits of market segmentation?

More effective marketing programs, better resource allocation, new product opportunities.

What are the 4 major bases of segmentation?

Geographic, Demographic, Psychographic, Behavioral.

If given an example (ex: education), how to classify?

Education → Demographic segmentation.

What is a Nominal scale? What can you do with it?

Labels/categories, no order. Stats: counts, mode.

What is an Ordinal scale? What can you do with it?

Ranked order, but no equal intervals. Stats: median, percentiles.

What is an Interval scale? What can you do with it?

Equal intervals, arbitrary zero. Stats: mean, SD. Ratios not meaningful.

What is a Ratio scale? What can you do with it?

Equal intervals + absolute zero. All statistics possible, ratios meaningful.