Jonathan

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Anonymous
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92289
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Jonathan
Updated:
2011-06-28 13:59:40
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markets segmentation
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  1. define target market
    a large maket in the specific segment of consumers most likely to purshase a particular product
  2. distinquish between a consumer product and a business product
    a consumer product is purchased by the ultimate buyer for personal use. a buiness product is purshased for use diestlyor inderectly in the production of other goods and services
  3. define market segmentation
    market segmentation in the process of dividing a toal market into serveral homogeneous grps
  4. describe the role of market segmentation
    the roles of market segmentation is to identify the factors that affect purchase decisions and then grp consumers according to the presence or absence of these factors
  5. identify the 4 criteria for effective segmation
    • -the segmetn marjet must have a measurable purchasing power and sez
    • -markets can fiind a way to promote to and serve the market
    • -markets must identify segmentslarge enough for profit potential
    • -the firm can target a number of segments that match its marketing capabilities
  6. under what circumstances are marketers most likely to use geographic segmention
    marketers usuually use geographic segmentation when regional prefernces exist and when demand for categories of goods and services varies according to geographaphic region
  7. what is demographic segmentation?
    defines consumer grps according to demographiv variables such as gender, age, income, accupation, household, and family life styles
  8. what are the major categories of demographic segmentation?
    the major categories of demographic segmentaion are gender, age, ethnic grp, family life cycles, household type, income, and expenditure patterns
  9. what is pychographic segmentation?
    phycographic segmentation divides a population into grps that have similar psychological characteristics, values, and lifestyles
  10. name the eight psychologic categories of U.S.VALS.
    the 8 categories are the following: actualizers, thinkers, achievers, experiencers, beliervers, strivers, makers, and survivors.
  11. list the three approaches to product-related segmentation
    the three approaches are segmenting be benefits sought, segmenting by usage rates, and segmenting by brand loyalty
  12. what is the 80/20 principle?
    the 80/20 principle states that a big %(80%) of a products revenues comes from a relatively small number of loyal customers
  13. identify the 4 stages of market segmentation
    the 4 stages are developing user profiles, forecasting the overall market potential, estimating market share, and selecting specific market segments
  14. why is forecasting important to market segmentation?
    forecasting is important cuz it can define a preliminary go or no-go decision based on sales potential. it can help a firm avoid a disastrous move or point out opportunities
  15. explain the differnce between undifferntiated and differentiated marketing strategies
    undifferentiated marketing promotes a single product line to all customers with a single marketing mix. differentiated marketing promotes numerous products with different marketing mixes disgned to satisfy smaller segments
  16. what are the benefits of concentrated marketing?
    concentrated marketing can allow a firm to focus on a single market segment, which is especially to smaller firms and those that offer highly specialized goods and services
  17. what are the four determinants of market-specific strategy??
    the four determinants are company resouces, product homogeneity, stage in the product life cycle, and competitors strategies.
  18. what is the role of positioning in a merketing strategy?
    postioing places a product in a certain position in the minds of prospective buyers so that makerters can create messages that diztinquish theri offering from those competitors

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