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Test Segmentation and definition of the target market
Agenda
1st QUESTION: What is the main difference the text makes between demographic and psychographic data?
Demographics describe measurable, objective facts while psychographics reveal subjective motivations and reasons for behavior
Demographics explain why customers act and psychographics indicate age and marital status
Both are identical and can be used interchangeably
Psychographics are always easier to quantify than demographics
2nd QUESTION: In the game cafe example, what did the entrepreneur discover from observing reality?
That lone players were your core customer
Groups of friends and parents looking for social activities were main customers
That no one was interested in board games
That only financial executives came in the morning
3rd QUESTION: What does psychographics versus demographics indicate according to the text?
Psychographics tell who the customer is and demographics explain why they act
Both answer exactly the same questions
Psychographics reveal why a customer acts while demographics tell who they are
Demographics always more important than psychographics
4th QUESTION: What is the recommended method for validating hypotheses about the customer?
Talk to real people and observe in the field
To invest more in generic advertising
Imitate competitors without talking to users
Staying true to the initial idea without changing it
QUESTION 5: What role do location and hours play in defining the target market for the coffee shop?
Only influence the decoration of the store
No impact because all segments attend equally
Only matter for pricing and not for the public
They work as filters that determine which segments will come to them
QUESTION 6: What does the text recommend about catering to "everyone"?
Open up the offer to cover all potential customers
No impact on marketing efficiency
Better to change audiences every week
Preferable to focus on a specific segment that is profitable and loyal
QUESTION 7: Which of the following is an example of demographic data mentioned?
Age or income level
Hopes and fears
Deep motivations
Personal affinities
8th QUESTION: What is the objective of identifying specific niches?
Avoid any kind of competition
Focus marketing resources on the segment that will repeat and be profitable
Increase number of products without strategy
Delighting a generic and undefined audience
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