Ch. 9 Segmentation, Targeting, and Positioning

Question 0

Demographic Segmentation

Answer 0

Groups consumers according to easily measured, obj characteristics like age, gender, income, and education

Question 1

Geographic Segmentation

Answer 1

Organizes customers into groups on basis of where they live

Question 2

Psychographics

Answer 2

How consumers actually describe themselves

Question 3

Self-values

Answer 3

Goals of life, not just goals one wants to accomplish in a day

Question 4

Self-concept

Answer 4

Image people ideally have of themselves

Question 5

Lifestyles

Answer 5

The way we live

Question 6

Value and Lifestyle Survey, VALS

Answer 6

Most widely used tool to support such psychographic segmentation efforts - owned and operated by Strategic Business Insights (SBI)

Question 7

Benefit Segmentation

Answer 7

Groups consumes based off the benefits they get from prod/serv

Question 8

Behavioral Segmentation

Answer 8

Groups consumer based off how they use prod/serv

Question 9

Occasion Segmentation

Answer 9

Behavioral segmt based on when prod/serv is purchased or consumed

Question 10

Loyalty Segmentation

Answer 10

Investing in retention and loyalty initiatives to retain most profitable customer

Question 11

Geodemographic Segmentation

Answer 11

Combination of geographic, demographic, & lifestyle characteristics to classify consumers

Question 12

Identifiable

Answer 12

Firms ID who’s within their market to be able to design products or services to meet their needs

Question 13

Substantial

Answer 13

Once firm ID potential target markets, it needs to measure their size

Question 14

Reachable

Answer 14

Best prod/serv can’t have any impact, no matter how identifiable or substantial target market is,Mir that market can’t be reached through persuasive communications and prod distribution

Question 15

Responsive

Answer 15

Customers in the segment must react similarly and positively to firms offering

Question 16

Profitable

Answer 16

Marketers focus their assessments on potential profitability of each segment, current and future

Question 17

Undifferentiated Targeting Strategy

Answer 17

When everyone might be considered a potential user of its product

Question 18

Differentiated Targeting Strategy

Answer 18

Target several market segments w/ different offering for each

Question 19

Concentrated Targeting Strategy

Answer 19

Orgnz selects single, primary target market & focuses all its energies on providing a prod to fit that markets needs

Question 20

Micromarketing or one-to-one marketing

Answer 20

Firm tailors a prod/serv to suit an individual customers wants or needs, an extreme form of segmentation

Question 21

Cookies

Answer 21

Small text files a website stores in a visitors browser

Question 22

Value Proposition

Answer 22

Communicates customer benefits to be received from a prod/serv and provides reasons for wanting to purchase it

Question 23

Value

Answer 23

Popular positioning method bc relationship of price to quality is among the most important considerations for consumers when they make purchase decision

Question 24

Perceptual Map

Answer 24

Two or more dimensions, the position of prod or brands in the consumers mind

Question 25

Ideal Points

Answer 25

Particular market segments ideal prod would lie on the map