Marketing Ch 10

Needs Segmentation pg. 136

assigns consumers into groups based on their current and desired level of interaction with a particular market category

unique selling proposition

An expression of the uniqueness of a brand. (why should they buy from me?)

Market segmentation

Is the division of consumer markets into meaningful and distinct groups. -only one type of market -distribution will be easier

differentiated marketing

Separates and targets several different market segments with a different product or service geared to each segment. (6 red)

Behavioral Segmentation pg. 134

allocates consumers into groups, based on their current and design level of interaction with a particular market category. -buyers can be grouped according to occasions/ life events. -loyalty, usage-rate, knowledge, product use (answers when)

experimental positioning

based on characteristics of the brands that stimulate sensory or emotional connections with customers (emotions)

The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ___ segmentation.

behavioral

Which of the following is a relatively recent development that optimizes the online advertising

behavioral targeting

The business segmentation variable of ____ refers to customer desires such as service support, cutting- edge technology, or financing terms.

benefits sought

undifferentiated

company treats the whole company as a whole, focusing on what is common to the needs of customers rather than on what is different (12, red, black &blue)

Demographic segmentation is so frequently used in market segmentation because it _____.

involves the easiest information to obtain

Positioning

is the placement of a product or service offering in the minds of a selected target market. -changing how others see you today, point of differ

Your new employer has asked you, as a new marketing graduate, to identify a group of potential customers who might respond in a similar way to a given set of marketing efforts. You have been asked to identify a(n) _____.

market segment

the division of buys into groups based on their current and desired level of interaction with a particular market category is ____ segmentation.

needs

The division of buyers into groups based on lifestyle, class, or personality characteristics is ____ segmentation.

psychographic

micro marketing

organizations focus precise marketing efforts on very small geographic markets (one purple)

The _____ is a group of characteristics that is used to assign segment members.

segmentation base

Niche Marketing

serving a small but well-defined consumer segment (4 blue)

_____ occurs when a business first identifies a market segment it wants to serve and then develops a product or service that is appropriate for that segment.

target marketing

Which of the following is the process of evaluating and selecting the most viable market segment to enter?

targeting

Targeting

the process of evaluating and selecting the most viable market segment to enter. -ability to meet requirements of the customers -overall cost to meet customer requirements -potential profitability of serving different customer groups