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.