CHAPTER 1: W3 INTRODUCTION TO CONSUMER BEHAVIOR Flashcards
IMPLEMENTING THE
MARKETING CONCEPT
(3)
SEGMENTATION
TARGETING
POSITIONING
PROCESS OF DIVIDING THE
MARKET INTO SUBSETS OF
CONSUMER WITH COMMON
NEEDS OR
CHARACTERISTICS
* divides the market into
subgroups of individuals
who share similar needs,
wants, and
characteristics.
* Also known as market
SEGMENTATION
- SELECTING ONE OR MORE
OF THE SEGMENTS TO
PURSUE. - breaking the target
audience into segments
and then designing
marketing activities that
will reach the segments
most likely to be
responsive to your efforts.
TARGETING
- Developing a distinct image for
the product in the mind of the
consumer. - the place you want your brand or
product to have within a
particular target market. More
specifically, the process of
market positioning and brand
positioning involves how you
market your brand or product to
consumers to achieve that
position.
POSITIONING
PROCESS OF DIVIDING THE
MARKET INTO SUBSETS OF
CONSUMER WITH COMMON
NEEDS OR CHARACTERISTICS
A. SEGMENTATION
B. TARGETING
C. POSITIONING
A. SEGMENTATION
- SELECTING ONE OR MORE
OF THE SEGMENTS TO
PURSUE.
A. SEGMENTATION
B. TARGETING
C. POSITIONING
B. TARGETING
- Developing a distinct image for
the product in the mind of the
consumer.
A. SEGMENTATION
B. TARGETING
C. POSITIONING
C. POSITIONING
- the place you want your brand or
product to have within a
particular target market. More
specifically, the process of
market positioning and brand
positioning involves how you
market your brand or product to
consumers to achieve that
position.
A. SEGMENTATION
B. TARGETING
C. POSITIONING
C. POSITIONING
- breaking the target
audience into segments
and then designing
marketing activities that
will reach the segments
most likely to be
responsive to your efforts.
A. SEGMENTATION
B. TARGETING
C. POSITIONING
B. TARGETING
- divides the market into
subgroups of individuals
who share similar needs,
wants, and
characteristics. - Also known as market
A. SEGMENTATION
B. TARGETING
C. POSITIONING
A. SEGMENTATION
Types of market segmentation:
(4)
geographic segmentation
demographic segmentation
psychographic segmentation
behavioral segmentation
examples of __________
country
city
density
language
climate
area
population
geographics
examples of ______
age
gender
income
education
social status
family
life stage
occupation
demographics
examples of __________
lifestyle
activity
interest
opinion
concerns
personality
values
attitudes
psychographics
examples of _____
purchase
usage
intent
occasion
buyer stage
life cycle stage
engagement
behavioral
the marketing mix. (4)
product
price
promotion
place
The________________ defined as set of marketing tools that used to pursue its marketing objectives in market.
These variables are often grouped into four key components, often referred to as the
“Four Ps of Marketing.”
THE MARKETING MIX / MARKETING MIX
The___________ is
either a tangible
good or an
intangible service
that is seem to
meet a specific
customer need or
demand.
product
___________ covers the
actual amount the
end user is
expected to pay for
a product.
How a product is
priced will directly
affect how it sells.
Price
_______ or placement
has to do with how
the product will be
provided to the
customer. Distribution
is a key element of
placement. The
placement strategy
will help
assess what channel
is the most suited to a
product.
Place
The marketing
communication
strategies and
techniques all fall
under the promotion
heading.
promotion
understanding consumer behavior will help you become better marketer as it is the foundation for _________ markets ________ markets and ________ an appropriate marketing.
segmentation
positioning
developing
