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Online Marketing Workbook

Chapter 2 - Target groups and segmentation

Topics:

• Target groups
• Segmentation
• Segmentation strategies
• Visitor behaviour
• Communication
• Findability on the internet

Task 1 - Segmentation

a. Explain what you are using segmentation criteria for.
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b. Explain the 4 segmentation criteria used in marketing, indicating for each criterion what is
segmented.
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c. Give an example of a criterion that is easy to apply.
Also explain why you think so.
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d. Give an example of a criterion that is difficult to apply.
Also explain why you think so.
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e. Within a chosen segment, the characteristics of those visitors or customers are similar. How
can you still distinguish further within a segment?
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