Exam 1 Flashcards
Targeting
the process of identifying and selecting a specific group of people to receive a marketing message
Positioning
the process of creating a unique image or identity for a brand or product in the minds of the target audience.
Segmentating
the practice of dividing your target market into approachable groups.
Market Segmentation
the practice of dividing your target market into approachable groups (segmentation, targeting, positioning)
Need
A discomforting human condition
Want
A desire for a specific product so as to alleviate that condition
Purpose of Marketing
Help the consumer experience the proverbial that is already within him/her
Same message +Same Product
Straight extension
Same product + CHange Message
Communication adaptation
Same message + Change product
Product adatpation
Chnge product + Change Message
Dual adaptation
Competitive/Cooperative
Comparative ads
Individual vs Collective
I vs WE
Bases for Segmentation
Geography
Demographics
Pyschographics
Behavior
bases for demographic segmentation
Age
Gender
Income
Ethnic Background
Family Life Cycle
Occupation
Bases for Psychographics
Lifestyle
Personality
Bases for behavior segmentation
Occasions
Benefits
User status
Usage Rate
Loyalty Status
Bases for Geographic Segmentation
By region
City vs rural
By climate
By density
Social Class
a status hierarchy by whichi groups and individuals are classified on the basis of esteem and prestige
Conspicuous CONSUMPTION
Consumers endeavor to increase their social standing through consumption
Lower Status consumers are more receptive to
advertising towards emotion, expressions, work and life
upper middle class consumers are more recpetive to
facts, suspicious to emotional appeal
Regional subcultures arise as a result of the following
Climate conditions
natural environment and resources
Ethnic subcultures
based on a common racial, language, or nationality background
Hispanic Subcultures
Social Oriented
Strong interest in appearance
Family and children
Afriacna american subcultures
Family
Religion
racial awareness
ethnic pride
Asian American subcultures
Strong values on traditional, extended families
Strong in education
Gift giving
Acculturation
Identification with the dominant culture
Ethnic identification
indentification with a subculture
Single I
Single, no kids
Young couples wihtout children
Dual incomes and relatively affluent
Full Nest I
Typical family with children
Single Parent I
Single, children in house
Single II
age 35 to 64: never married and divorced with no child responsibilities
Delayed Full Nest I
family with parents that are older and young children
Full Nest II
Families with children age 6+
Single Parent II
single, faces serious financial and time pressures + kids in home
Empty Nest I
Dual income and busy + children out of the house
empty nest II
Either fully or partially retired + children are out of house
Single III
Older, single, and generally retired
Instrumental Training
Through reasoning or reinforcementM
Modeling
By observing other
Mediation
occurs when a parent alters a childs intitial interpretation of,or response to, a marketing stimulus
