many

tall

much

old

Undifferentiated marketing

Mass marketing

Concentrated marketing

Differentiated marketing

Don’t be

Not be

Don’t

Be not

Is the organisation able to focus its marketing efforts on the segments?

Do the firm's strengths match the market?

Will the customers in each segment respond differently to marketing efforts?

Are the segments large or profitable enough?

Does information exist about the customers in each segment?

Are all segments approximately the same size?

were

do

was

are

Level of education

Age

Ethnic origin or background

Occupation

Social class

Gender

Family lifecycle

Personality characteristics

many

big

much

long

shouldn’t take

should to take

should take

should takes

Deciding which shelf in the supermarket a product should be placed in order to make it easier for a customer to find it

All of the above

Creating a reputation or perception of an organisation and/or its products in the customers' minds

Choosing the geographic location in which the product will be sold

tall

far

high

long