Card Set Information
bought for consumer end use
used directly or indirectly in production of other goods and services
division of total market into smaller and relatively homogeneous groups
divisionof a poplulationinto groups having simiklar attitude, values and lifestyles.
product related segmentaion
division of polulationinto homogenous groups based on their relationship to the product.
benefit sought, usuage rates, brand loyalty
division of overall population into groups based on location.
division into groups based on variables like gender, age, income, occupation, education, sexual preference, hoousehold sixe, and stage of family life cycle.
strategy that focuses on producing a single product and marketing it to all customers. mass marketing
strategy that focuses on producing several products and pricing promoting and distributiong them with different marketing mixes designed to satisfy smaller market segments
concentrated niche marketing
focusing marketing efforts on satisfying a single market segment
targeting potential customers at very narrow basic levels such as zip code, specific occupation, or lifestyle.
placing a product at a certtain place or location within a market in the minds of prospective buyers
changing the position of a product within the minds of specific buyers relative to the positions of competing products