Marketing Chapter 8

Marketing
 
Created Oct 18, 2011
by gbernardo89
Table View
Download
Print

Flashcard Set Preview

Side ASide B
people or organizations with needs or wants and the ability and willingness to buy
market
a subgroup of people or organizations sharing one or more characteristics that cause them to...
market segment
the process of dividing a market into meaningful, relatively similar, and identifiable segments...
market segmentation
characteristics of individuals, groups, or organizations
segmentation bases (variables)
geographic segmentation
segmenting markets by region of a country or the world, market size, market density, or climate
a series of stages determined by a combination of age, marital status, and the presence or...
family life cycle (FLC)
market segmentation on the basis of personality, motives, lifestyles, and geodemographics
psychodemographic segmentation
segmenting potential customers into neighborhood lifestyle categories
geodemographic segmentation
the process of grouping customers into market segments according to the benefits they seek...
benefit segmentation
dividing a market by the amount of product bought or consumed
usage-rate segmentation
a principle holding that 20 percent of all customers generate 80 percent of the demand
80/20 principle
Describe the characteristics of markets and market segments
a market is composed of individuals or organizations with the ability and willingness to make...
business customer who place an order with the first familiar supplier to satisfy product...
satisficers
business customers who consider numerous suppliers (both familiar and unfamiliar), solicit...
optimizers
a marketing approach that views the market as one big market with no individual segments and...
undifferentiated targeting strategy
a strategy used to select one segment of a market for targeting marketing efforts
concentrated targeting stategy
a situation that occurs when sales of a new product cut into sales of a firm's existing products
cannibalization
an individualized marketing method that utilizes customer information to build long-term,...
one-to-one marketing
developing a specific marketing mix to influence potential customers' overall perception of...
positioning
changing customers' perception of a brand in relation to competing brands
repositioning


Upgrade and get a lot more done!
Upgrade    Cancel