Begrippen H. 7

Question 1

Market segmentation

Answer 1

Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes.

Question 2

Market targeting (targeting)

Answer 2

Evaluating each market segment’s attractiveness and selecting one or more segments to serve.

Question 3

Positioning

Answer 3

Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds or target consumers.

Question 4

Geographic segmentation

Answer 4

Dividing a market into different geographical units, such as nations, states, regions, countries, cities, or even neighborhoods.

Question 5

Hyperlocal social marketing

Answer 5

Location-based targeting to consumers in local communities or neighborhoods using digital and social media.

Question 6

Demographic segmentation

Answer 6

Dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.

Question 7

Age and life-cycle segmentation

Answer 7

Dividing a market into different segments based on gender.

Question 8

Income segmentation

Answer 8

Dividing a market into different income segments.

Question 9

Psychographic segmentation

Answer 9

Dividing a market into different segments based on lifestyle or personality characteristics.

Question 10

Behavioral segmentation

Answer 10

Dividing a market into segments based on consumer knowledge, attitudes, uses of a product, or responses to a product.

Question 11

Occasion segmentation

Answer 11

Dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.

Question 12

Benefit segmentation

Answer 12

Dividing the market into segments according to the different benefits that consumers seek from the product.

Question 13

Intermarket (cross-market) segmentation

Answer 13

Forming segments of consumers who have similar needs and buying behaviors even though they are located in different countries.

Question 14

Target market

Answer 14

A set of buyers who share common needs or characteristics that a company decides to serve.

Question 15

Undifferentiated (mass)marketing

Answer 15

A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.

Question 16

Differentiated (segmented)marketing

Answer 16

A market-coverage strategy in which a firm targets several market segments and designs serval market segments and designs separate offers for each.

Question 17

Concentrated (niche) marketing

Answer 17

A market-coverage strategy in which a firm goes after a large share of one or few segments or niches.

Question 18

Micromarketing

Answer 18

Tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments; it includes local marketing and individual marketing

Question 19

Local marketing

Answer 19

Tailoring brands and marketing to the needs and wants of local customer segments, cities, neighborhoods, and even specific stores.

Question 20

Individual marketing

Answer 20

Tailoring products and marketing programs to the needs and preferences of individual customers.

Question 21

Product position

Answer 21

The way a product is defined by consumers on important attributes, the place it occupies in consumers’ minds relative to competing products.

Question 22

Competitive advantage

Answer 22

An advantage over competitors is gained by offering greater customer value either by having lower prices or providing more benefits that justify higher prices.

Question 23

Value proposition

Answer 23

The full positioning of a brand, the full mix of benefits on which it is positioned.

Question 24

Positioning statement

Answer 24

A statement that summarizes company or brand positioning using this form: to (target segment and need) our (brand) is (concept) that (point of difference).