Mod 6

Question 1

B2B Emphasis

Answer 1

• B2B marketers use more personal selling, in which a sales force builds personal relationships with individuals in decision-making roles to facilitate sales within the organizations they target
• B2B sales tend to be higher-priced, larger-ticket items, marketing tactics often include extensive adjustments in factors such as the selling price, product features, and terms of delivery
• Market Audience
o Businesses that consume the product or service as part of their operations or use the product as part of their offering to consumers
 Personal selling
 Company websites
 Customized adjustments to product or service pricing, features, and terms

Question 2

B2C Emphasis

Answer 2

•	Such as consumer goods manufacturers
•	Mass marketing tactics designed to reach a large audience nearly always have a B2C focus
o	Market Audience
	Consumers who will buy and use the product or service
	Retailers
•	Mass marketing 
•	Company websites
•	Social media

Question 3

Demographic Segmentation

Answer 3

Age, education, gender, income, race, social class, household size

Question 4

Geographic Segmentation

Answer 4

Regional location, population density, city or county size, climate

Question 5

Psychographic Segmentation

Answer 5

Lifestyle, personality, interests, values, attitudes, opinions

Question 6

Product-related Segmentation

Answer 6

Benefits provided by the good or service offered, usage rates, brand loyalty

Question 7

Target Market

Answer 7

• Specific group of customers (which could be organizations or individual consumers) toward which a firm directs its marketing efforts
• Identifying a target market helps a company focus its marketing efforts on those who are most likely to buy its products or services
o Identifying a market helps a company focus its marketing efforts on those who are most likely to buy its products or services. Concentrating on potential customers lets the firm use its resources efficiently. This retailer is targeting buyers interested in fast-fashion apparel to advertise only where customers will access social information. This will create an efficient use of resources for the retailer by advertising to produce the best return on investment

Question 8

Differentiated Marketing

Answer 8

• Strategy is one in which the company decides to provide separate offerings to each different market segment that it targets
• Multisegment marketing
• Each segment is targeted in a particular way, as the company provides unique benefits to different segments
• A differentiated strategy can be a smart approach for new companies that enter a market and lure customers away from established players to capture share in a large overall market

Question 9

Undifferentiated Marketing

Answer 9

• Mass marketing
• Effectively ignores segmentation and instead generates a single offering and marketing mix for everyone
• Tries to spread a marketing message to anyone and everyone willing to listen

Question 10

Concentrated Marketing

Answer 10

• Niche marketing
• Strategy that targets only one or a few very defined and specific segments of the consumer population
• The goal is to achieve high penetration among the narrowly defined target segments

Question 11

Micromarketing

Answer 11

• a targeting strategy that focuses even more narrowly than concentrated marketing
• It caters to the needs of individuals (individual marketing) or very small segments in a targeted geography (local marketing)