Marketing ch 5

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Author:
gabo
ID:
169835
Filename:
Marketing ch 5
Updated:
2012-09-09 15:43:46
Tags:
Market Segmenting Targeting Positioning
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key terms
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  1. advergames
    Electronic games sellers create to promote a product or service.
  2. behavioral segmentation
    Dividing people and organization into groups according to how they behave with or act toward products.
  3. concentrated marketing
    Targeting a very select group of customers.
  4. consumer insight
    An understanding of consumers that results when both quantitative and qualitative information are gathered about them.
  5. customer profile
    The description of a type of customer based on market segmentation criteria.
  6. demographic segmentation
    Segmenting buyers by tangible, personal characteristics such as their ages, incomes, ethnicity, family sizes, and so forth.
  7. family life cycle
    The stages families go through over time and how it affects people’s buying behavior.
  8. geocoding
    The process of plotting geographic marketing information takes on a map.
  9. geodemographics
    Combining both demographic and geographic information for marketing purposes.
  10. geographic segmentation
    Segmenting buyers by where they are located.
  11. market segmentation
    The process of breaking down all consumers into groups of potential buyers with similar characteristics.
  12. mass marketing
    Selling the same product to all consumers.
  13. microtargeting
    The process of gathering multiple sources of data available on people, everything from their tax and phone records to the catalogs they receive, so as to market to them.
  14. multisegment marketing
    Targeting multiple groups of consumers.
  15. niche marketing
    • Targeting an extremely select group of consumers.
    • one-to-one marketing
    • Forming close, personal relationships with customers and giving them exactly what they want.
  16. perceptual map
    A two-dimensional graph that visually shows where a product stands, or should stand, relative to its competitors.
  17. population density
    The number of people per square mile.
  18. positioning
    Tailoring a product or its marketing so that it stands out from the competition and people want to buy it.
  19. proximity marketing
    The process of segmenting buyers geographically and target them within a few hundred feet of a business businesses using wireless technology.
  20. psychographic segmentation
    Segmenting people by their activities, interests, opinion, attitudes, values, and lifestyles.
  21. repositioning
    The process of “moving” a product to a different place in the minds of consumers.
  22. retro brands
    Old brands or products companies “bring back” for a period of time.
  23. segmentation bases
    Criteria used to classify buyers.
  24. tagline
    A catchphrase designed to sum up the essence of a product.
  25. targeted marketing
    Choosing select groups of people to sell to.

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