Marketing Ch 6

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Marketing Ch 6
2014-02-26 15:44:04
Test 2
Marketing ch 6
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  1. Demographic Segmentation
    divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation
  2. Pyschographic Segmentation
    divides buyers into different segments based on social class, lifestyle, or personality characteristics
  3. Behavioral Segmentation
    divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product
  4. Occasion Segmentation
    • buyers can be grouped according to occasions when they get the ides to buy or use a product
    • - easter
  5. Benefit Segmentation
    grouping buyers according to the different benefits that they seek form a product
  6. User Status
    markets can be segmented into non-users, ex-users, potential users, first time users, and regular users.
  7. Usage Rate
    • markets can be segmented into light, medium, and heavy product users.
    • - Heavy users are often a small percentage of the market but account for a high
    • percentage of total consumption.
  8. Loyalty Status
    divide the market by degree of consumer loyalty. (apple consumers are very loyal) also helps firms determine which companies are most competitive.
  9. Intermarket Segmentation / cross market
    formed of segments of consumers who have similar needs and buying behaviors in different countries.
  10. Concentrated Marketing:
    a firm goes after a large share of one or a few smaller segments or “niches” (ex: whole foods).
  11. Micromarketing
    the process of tailoring products and marketing programs to suit the tastes of specific individuals and locations.
  12. Competitive Advantage
    the extent that a company can differentiate and position itself as providing superior customer value.
  13. Positioning Statement
    sums up the company and brand positioning. Ex: blackberry “to busy, mobile professionals who need to always be in the loop”
  14. Undifferentiated Marketing
    a firm might decide to ignore market segment differences and target the whole market with one offer.
  15. Differentiated Marketing
    a firm decides to target several market segments and designs separate offers for each
  16. Individual Marketing
    • ·     
    • an extreme form of micromarketing; tailoring
    • products and marketing programs to the needs and preferences of individual customers. (car companies allowing customization, google customizing your ads based on your preferences)