ch 6

Question 1

market segmentation

Answer 1

process of categorizing groups of customers to divide a market into manageable pieces based on similar wants and needs

Question 2

segmentation categories

Answer 2

1.geographic - where they live
2. demographic - who they are
3. psychographic - how they think
4. behavioural - what they do

Question 3

geographic segmentation

Answer 3

location/region
size
environment.climate
density
topography

Question 4

demographic segmentation

Answer 4

age -generations
income
gender
ethnicity
education
family life cycle

Question 5

psychographic segmentation

Answer 5

lifestyle
personality
values
attitudes

-activities,interests,opinions,social class

Question 6

behavioural segmentation

Answer 6

what the cx does relative to the category

Question 7

business markets

Answer 7

producers, resellers, govt, institutions

Question 8

segmenting business markets

Answer 8

location
type and size of comapny
type of customer
usage rate/freq
buying org
how product is used
buying centre

Question 9

segmentation process

Answer 9

1. define the broad market
2. narrow the market
3. select general categories for segmentation
4. choose specific segmentation variables within a selected category
5. rank variables to use in selected categories
6. develop a profile for each segment

Question 10

1. define the broad market

Answer 10

what do my cx want, what can I provide?

Question 11

2. narrow the market

Answer 11

SWOT
- narrow to specific market

Question 12

3. select general cats for seg

Answer 12

which cats to use
- geographic
-demographic
-psychographic
-behavioural

Question 13

4. choose specific variables withing a selected cat

Answer 13

demogrpahics - age, income
psychographic - lifestyle, personality

Question 14

5. rank variable withing each cat

Answer 14

demographics
- 1. age 2. income 3. family life cycle

Question 15

6. define a profile for each segment

Answer 15

target cx

Question 16

criteria for effective marketing segmentation

Answer 16

1. identifiable/differtiable
2. measurable - size, purchasing power
3. substantial
4. accessible
5. responsive

Question 17

STP

Answer 17

segmentation, targeting, postitioning

Question 18

target market

Answer 18

a group of cx the company decides to focus its marketing efforts on

Question 19

mass marketing

Answer 19

the idea that the market is just one big segment

Question 20

micromarketing

Answer 20

comapnies would consdier each cx as a segment

Question 21

differentiated marketing

Answer 21

AKA multisegment marketing
compnaies identify large distinct froups that share sinilar characteristics

Question 22

niche marketing

Answer 22

narrow fooccused approach, companies identify a sub segment that has special needs that is typically not large enough for the larger competitors in a market to pursue

Question 23

positioning

Answer 23

creating a specfic perception in the customers mind relative to other options

Question 24

positioning statement + 4 elements

Answer 24

clearly spells out the differences between what your company offers customers and what other companies offer and should guide all marketing efforts for a specific target market
- we
- target customer
- key benefit
- competitive reference

Question 25

perceptual mapping

Answer 25

displaying in two ir more dimensions the location of products, brands, or groups of products in cx mind

Question 26

repositioning

Answer 26

creating a different perception of the brand in the customers mind relative to the competitors offerings