Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
61 Cards in this Set
- Front
- Back
Dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes
|
Market Segmentation
|
|
process of evaluating each market segment's attractiveness and selecting one or more segments to enter
|
Market Targeting
|
|
arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
|
Positioning
|
|
GeographicDemographicPsychographicBehavioralMultiple Bases
|
Bases for Segmenting Consumer Markets
|
|
Dividing a market into different segments based on social class, lifestyle, or personality characteristics
|
Psychographic segmentation
|
|
dividing a market into segments based on consumer knowledge, attitudes, uses, or responses to a product
|
Behavioral segmentation
|
|
Occasion segmentationBenefit segmentationUser status Usage RateLoyalty Status
|
Behavioral segmentation
|
|
DemographicsOperating VehiclesPurchasing ApproachesSituational FactorsPersonal Characteristics
|
Segmenting Business Markets
|
|
forming segments of consumers who have similar needs and buying behavior even though they are located in different countries
|
intermarket segmentation
|
|
markets segmented by geographic location, economic factors, political and legal factors, and cultural factors
|
International markets
|
|
Requirements for Effective Segmentation
|
MeasurableAccessibleSubstantialDifferentiableActionable
|
|
Process of evaluating each market segment's attractiveness and selecting one or more segments to enter
|
Market Targeting
|
|
Evaluating Market Segments
|
Segment size and GrowthSegment structural AttractivenessCompany objectives and resources
|
|
A set of buyers sharing common needs or characteristics that the company decides to serve
|
Target Market
|
|
Marketing targeting carried out on what 3 levels?
|
undifferentiated - massdifferentiated - segments/separate offersconcentrated - specialization
|
|
Local MarketingIndividual MarketingMicromarketingNiche MarketingSegment MarketingMass Marketing
|
Levels of Market Segmentation
|
|
Market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer
|
Undifferentiated (mass) marketing
|
|
Market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each
|
Differentiated (segmented) marketing
|
|
Market-coverage strategy in which a firm goes after a large share of one or a few segments or niches
|
Concentrated (niche) marketing
|
|
The practice of tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments
|
Micromarketing
|
|
tailoring brands and promotions to the needs and wants of local customer segments - cities, neighborhoods, and even specific stores
|
local marketing
|
|
tailoring products and marketing programs to the needs and preferences on individual customers - one to one marketing
|
individual marketing
|
|
which factors should you consider when choosing a target strategy?
|
company resourcesproduct availabilityproduct stage in life cyclecompetitor's marketing strategies
|
|
The way the product is defined by consumers on important attributes - the place product occupies in consumers' minds relative to competing products
|
product position
|
|
an advantage over competitors gained by offering greater customer value, either through lower prices or by providing more benefits that justify higher prices
|
competitive advantage
|
|
Product attributesbenefitsUsage OccasionsUsersAgainst a CompetitorAway from a CompetitorProduct ClassesCombinations
|
Positioning Strategies
|
|
ImportantDistinctiveSuperiorCommunicablePreemptiveAffordableProfitable
|
Differences to Promote
|
|
the full positioning of a brand - the full mix of benefits upon which it is positioned
|
value proposition
|
|
USP
|
Unique Selling Proposition
|
|
1. Competitive Differentiation2. Unique Selling Proposition3. Communicating and Delivering Chosen Position
|
Steps to choosing and Implementing a positioning strategy
|
|
Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or a need
|
product
|
|
an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything
|
service
|
|
1. Core Product2. Actual Product3. Augmented Product
|
3 levels of products
|
|
consumer productconvenience productshopping productspecialty productunsought productindustrial product
|
product classificiations
|
|
a product bought by final consumers for personal consumption
|
consumer product
|
|
a consumer product that customers usually buy frequently, immediately, and with a minimum of comparison and buying effort
|
convenience product
|
|
a consumer product that the customer, in the process of selection and purchase, usually compares on such bases as suitability, quality, price, and style
|
shopping product
|
|
a consumer product with unique characterisitics or brand identification for which a significant group of buyers is willing to make a special purchase effort
|
specialty product
|
|
a consumer product that the consumer either does not know about or knows about but does not normally think of buying
|
Unsought product
|
|
a product bought my individuals and organizations for further processing or for use in conducting a business
|
industrial product
|
|
the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society
|
social marketing
|
|
qualityfeaturesstyle and design
|
product attributes
|
|
important decisions in development and marketing of individual products and services
|
product attributesbrandingpackaginglabelingproduct support services
|
|
characteristics of a product or serviece that bear on its ability to satisfy stated or implied customer needs
|
product quality
|
|
a name, term, sign, symbol, design, or a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors
|
brand
|
|
activities of designing and producing the container or wrapper for a product
|
packaging
|
|
suggest something about products's benefits and qualitieseasy to pronouncedistinctivetranslateablecapable of legal and registration protection
|
brand names
|
|
manufacturer's 4 sponsorship options
|
1. manufacturer's brand (national brand)2. private brand3. licensed brand4. co-branding
|
|
differential effect that knowing the brand name has on customer response to the product or its marketing
|
brand equity
|
|
attributesbenefitsbeliefs & values
|
Brand positioning
|
|
selectionprotection
|
brand name selection
|
|
line extensionsbrand extensionsmultibrandsnew brands
|
brand development
|
|
WidthLengthDepthConsistency
|
Product Mix Decisions
|
|
number of different product lines that a company carries
|
width
|
|
total number of items the company carries
|
length
|
|
number of versions offered of each product in the line
|
depth
|
|
way the various products relate in end use, production requirements, distribution channels, etc
|
consistency
|
|
1. intangibility2. inseparability3. variability4. perishability
|
4 service characteristics to consider when designing marketing plan
|
|
major characteristic of services - they are produced and consumed at the same time and cannot be separated from their providers
|
service inseparability
|
|
major characteristic of services - their quality may vary greatly, depending on who provides them and when, where, and how
|
service variability
|
|
major characteristic of services - they cannot be stored for later sale or use
|
service perishability
|