問2
頻出度★★★
年齢, 性別, 家族構成などによって顧客を分類し, それぞれのグループの購買行動を分析することによって, 集中すべき顧客層を絞り込むマーケティング戦略として, 最も適切なものはどれか。
令和4年度 ITパスポート試験 問2
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 2
Incorrectア
Service marketing is a marketing concept aimed at intangible services (products with characteristics such as intangibility, simultaneity, variability, and perishability); its focus differs from the question's point of segmenting and narrowing down customers by attributes, so it is incorrect.
- イ
正解 The question asks about a strategy that classifies customers by attributes such as age, gender, and family composition, analyzes the purchasing behavior of each group, and then narrows down the customer segment to focus on. Dividing a market into smaller groups (segments) according to certain criteria, then selecting the target segment and concentrating resources on it, is called segment marketing. Classification by attributes, group-by-group behavior analysis, and narrowing down the target segment correspond exactly to the steps of segmentation, so “イ Segment marketing” is the most appropriate.
Incorrectウ
Social marketing is a marketing concept that seeks harmony not only with corporate profit but also with the welfare of society as a whole and with environmental and public interests; it does not describe narrowing down by segmenting customer groups, so it is incorrect.
Incorrectエ
Mass marketing is a method that does not segment the market but treats all consumers as a single target, appealing to them on a large scale with uniform products and advertising; it is the opposite of the question's requirement to narrow down the customer segment, so it is incorrect.
ここがポイント
- Segment marketing is a strategy that divides a market by criteria such as age, gender, and family composition (segmentation), selects the target customer segment, and concentrates resources on it.
- The opposite approach, mass marketing, does not segment the market and targets the whole uniformly; whether or not one narrows down the target is the key that distinguishes the two.
用語