Ch. 7 Segmenting, Targeting, and Positioning

Question 1

Market

Answer 1

people or organizations with needs or wants and the ability and willingness to buy

Question 2

Market Segment

Answer 2

a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs

Question 3

Market Segmentation

Answer 3

the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups

Question 4

Segmentation Bases (variables)

Answer 4

characteristics of individuals, groups, or organizations

Question 5

Geographic Segmentation

Answer 5

segmenting markets by region of a country or the world, market size, market density, or climate

Question 6

Demographic Segmentation

Answer 6

segmenting markets by age, gender, income, ethnic background, occupation, and family life cycle

Question 7

Family Life Cycle (FLC)

Answer 7

a series of stages determined by a combination of age, marital status, and the presence or absence of children

Question 8

Psychographic Segmentation

Answer 8

market segmentation on the basis of personality, motives, lifestyles, and geodemographic categories

Question 9

Geodemographic Segmentation

Answer 9

clusters potential customers into neighbourhood lifestyle categories

Question 10

Benefit Segmentation

Answer 10

the process of grouping customers into market segments according to the benefits they seek from the product

Question 11

Usage-rate Segmentation

Answer 11

dividing a market by the amount of product bought or consumed

Question 12

Pareto Principle (80/20 rule)

Answer 12

a principle holding that approximately 20 percent of all customers generate around 80 percent of the demand

Question 13

Satisficers

Answer 13

business customers who place their order with the first familiar supplier to satisfy their product and delivery requirements

Question 14

Optimizers

Answer 14

business customers who consider numerous suppliers, both familiar and unfamiliar, solicit bids, and study all proposals carefully before selecting one

Question 15

Undifferentiated Targeting Strategy

Answer 15

a marketing approach that views the market as one big market with no individual segments and thus uses a single marketing mix

Question 16

Concentrated Targeting Strategy

Answer 16

a strategy used to select one segment of a market to target marketing efforts

Question 17

Niche

Answer 17

one segment of a market

Question 18

Multisegment Targeting Strategy

Answer 18

a strategy that chooses two or more well-defined market segments and develops a distinct marketing mix for each

Question 19

Cannibalization

Answer 19

a situation that occurs when sales of a new product cut into sales of a company’s existing products

Question 20

One-to-one Marketing

Answer 20

an individualized marketing method that uses data generated through interactions between carefully defined groups of customers and the company to build long-term, personalized, and profitable relationships with each customer

Question 21

Positioning

Answer 21

a process that influences potential customers’ overall perception of a brand, a product line, or an organization in general

Question 22

Position

Answer 22

the place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings

Question 23

Product Differentiation

Answer 23

a positioning strategy that some companies use to distinguish their products from those of competitors

Question 24

Perceptual Mapping

Answer 24

a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds

Question 25

Repositioning

Answer 25

changing consumers’ perceptions of a brand in relation to competing brands