Chapter Eight: Segmenting and Targeting Markets Flashcards
Markets
People or organizations with needs or wants and the ability and willingness to buy
Market Segment
A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs
Market Segmentation
The process of dividing a market into meaning, relatively similar, and identifiable segments or groups
Segmentation Bases (Variables)
Characteristics of individuals, groups, or organizations
Geographic Segmentation
Segmenting markets by age, gender, income, ethic background, and family life cycle
Family Life Cycle (FLC)
A series of stages determined by a combination of age, marital status, and the presence or absence of children
Psychographic Segmentation
segmenting markets on the basis of personality, motives, lifestyle, and geodemographics
Geodemographic segmentation
Segmenting potential customers into neighborhood lifestyle categories
Benefit Segmentation
The process of grouping customers into market segments according to the benefits they seek from the product
Usage-Rate Segmentation
dividing a market by the amount of product bought or consumed
80/20 Principle
A principle holding that 20 percent of all customers generate 80 percent of the demand
Satisfiers
Business customers who place an order with the first familiar supplier to satisfy product and delivery requirement
Optimizers
Business customers who consider numerous suppliers (Both familiar and unfamiliar), solicit bids, and study all proposals carefully before selecting one
Target Market
A group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges
Undifferentiated Targeting Strategy
A marketing approach that views the market as one big market with no individual segments and thus uses a single marketing mix
Concentrated Targeting Strategy
A strategy used to select of a market for targeting marketing efforts
Niche
One segment of a market
Multisegment Targeting Strategy
A strategy that chooses two or more well-defined market segments and develops a distinct marketing mix for each
Cannibalization
A situation that occurs when sales of a new product cut into sales of a firm’s existing products
Positioning
Developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in general
Position
The place a product, a group of products occupies in consumers’ minds relative to competing offerings
Product Differentiation
A positioning strategy that some firms use to distinguishing their products from those of competitors
Perceptual Mapping
A meaning of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds
Repositioning
Changing consumer’ perceptions of a brand in relation to competing brands
