Intro to Marketing Chapter 7

Demographic

The Atlanta Hawks recently renovated their home arena with Millenials as the target customer group. This is based on ______________ segmentation.

product differentiation

Which differentiation strategy does the Atlanta Hawks seem to be employing?

Channel

Amazon and GEICO set themselves apart with their​ smooth-functioning direct delivery strategy referred to as​ __________ differentiation.

Differentiated

Having an arena with bandwidth that is stronger than the average event venue is one way that the Atlanta Hawks have ______________________ their market offering.

More for the same

In terms of general value propositions, the Hawks are providing greater value with a ____________________ strategy.

Concentrated Marketing

Instead of going after a small share of a large​ market, a firm goes after a large share of a smaller niche segment. This type of marketing strategy is known as​ __________.

Targeting

Market​ __________ evaluates each market​ segment's attractiveness and selects one or more segments to serve.

Segmentation

The step in designing a customer value-driven marketing strategy in which a company divides a market into distinct groups of buyers is known as market​ __________.

The Same For Less

The winning value proposition by discount stores such as Walmart and PetSmart can be categorized as​ __________.

Undifferentiated

Using​ a(n) __________ marketing​ strategy, a firm might decide to ignore market segment differences.

Differentiated

While Millennials are the primary target customer of the Atlanta Hawks, it is clear that the efforts of the organization to facilitate social media activity also appeals to other customer segments including Gen X and Baby Boomers. Thus, it is clear that the Hawks are employing a(n) __________________ targeting strategy.

Psychographic

​__________ segmentation divides buyers into different segments based on lifestyle or personality characteristics.

Behavioral

​__________ segmentation divides buyers into segments based on their​ knowledge, attitudes,​ uses, or responses to a product.