chapter 5

Question 1

Mass Marketing

Answer 1

Selling the same product to all consumers. (past) undifferentiated

Question 2

Target Marketing

Answer 2

Niche Marketing - The select group of people you choose to sell to. differentiated

Question 3

one-to-one marketing

Answer 3

Forming close, personal relationships with customers and giving them exactly what they want.

Question 4

Psychographic marketing

Answer 4

customers thoughts and values. How they live their lives?

Question 5

Behavioral segmentation

Answer 5

What benefits do customers want, and how do they use our product?

Question 6

Demographic segmentation.

Answer 6

ages, races, genders, and ethnic backgrounds

Question 7

Geographic segmentation

Answer 7

Location

Question 8

Kinds of Segmentation

Answer 8

Phychographic, behavior, demographic, geographic

Question 9

Multi segmentaiton Marketing

Answer 9

Targeting multiple groups of consumers. allow firms to respond to demographic changes and other trends in markets. Positioning & Targeting ex mariott

Question 10

Customer lifetime value (CLV

Answer 10

the amount a customer will spend on a particular brand over his or her lifetime.

Question 11

Perceptual Map

Answer 11

2 way graph that shows where the offering stands to competitors.