chapter 3 marketing

Question 1

depth strategy

Answer 1

serving one segment welll

Question 2

2 segmenting approaches

Answer 2

managerial = top down
customer based = bottom up
- begin with understanding marketplace then info on customer perspective

Question 3

what does 80 20 mean

Answer 3

80% of sales come frmo 20% of customers

Question 4

behavior

Answer 4

media, loyalty, frequency, afficilations

Question 5

evaluating segmentation schemes: fit with corporate goals?

Answer 5

• consider firm’s goals and image

Question 6

evaluating segmentation schemes: data to identify?

Answer 6

• census
• VALS and prizm
• specific survey?

Question 7

order of groups of customers

Answer 7

mass marketing
marketing segmentation
one - to - one marketing

Question 8

geographic

Answer 8

division of an overall market into homogeneous groups based on their locations

Question 9

segmentening B2B

Answer 9

type of firm
attitudes
geographic
demographic

Question 10

evaluating segmentation schemes: actionable?

Answer 10

• focus on right criteria

- how to put it into action

Question 11

psychological

Answer 11

division of a population into groups having similar attitudes, values, and lifestyles

Question 12

evaluating segmentation schemes: profitability?

Answer 12

• dont segment 2 narrpw
  size matters but so does frequency and depth of purchase
• segment stability
• growth potential

Question 13

VALS

Answer 13

psychographic segmentation tool

- identification of values attitudes and lifestyle traits consumers exhibit. segments based on summarization

Question 14

segments become more ____ as they increase in size

Answer 14

heterogenous

Question 15

demographic

Answer 15

age, gender, income, martial status

Question 16

differences between B2C and B2B segemnting

Answer 16

• data souces different
• number of businesses who comprise customer base are fewer than B2C
• more knowledge about business customers

Question 17

niche marketing

Answer 17

the company strategically focuses, taregting a smaller market with particular needs that the company can servce well

Question 18

tailored strategy

Answer 18

customizing for segments

- targeting coke to youth or diet coke to parentals

Question 19

cluster analysis

Answer 19

• survey customers
• if variability in response : segment on that variable
• if no variability : do not segment on that variable

Question 20

evaluating segmentation schemes: databases to access segments?

Answer 20

-databases give access to the specific people within chosen segments

Question 21

breadth strategy

Answer 21

reaching multiple segments

- ex computers made ultra compatible so they can be used as desk top or laptop

Question 22

bases for segmenting in B2C

Answer 22

geographic
attitudes
behavior
demographic

Question 23

it costs ___ to q

Answer 23

it costs 6 times more to acquire a new customer compared with retaining a loyal customer