Target Market + Push vs. Pull Strategies Flashcards
1
Q
Target Market
A
A group of consumers that marketers want to attract
2
Q
Aggregate Market
A
- When marketers target everybody
- Ex. Iphone, Coke
3
Q
Differentiated Market
A
- When markets are categorized in a specific way
- Ex. Consumer income, gender, lifestyle
4
Q
Push and Pull Strategies
A
- Types of distribution strategies
- How to effectively deliver and attract target markets to purchase goods and services
5
Q
Push Strategies
A
- Product placement in stores
- Shelf pace/floor space
- Discount for retailers
- Special displays
- Prizes/ commissions
- Shelf allowance: money paid by suppliers to a retailer to provide shelf space for a new product
- Hope is that consumers will buy the product if they see it in stores
- Convincing the retailer
6
Q
Pull Strategies
A
- Attempts to pull customer into the retailer by using:
- Creative advertising (ads, internet)
- Samples
- Coupons
- Publicity
- Contests
- Marketers hope to directly attract customer demand
7
Q
What is the best strategy?
A
A combination of both
