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Advertising > Targeting Consumers > Flashcards

Targeting Consumers Flashcards

1
Q

market segmentations

A

dig into large groups to find a certain group of people to target

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2
Q

audience segentation

A

find the best prospects based on - identify needs problems values, accesibility through media, profit potential

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3
Q

identifiable needs, problems, or values

A

find underlying proble or value system

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4
Q

FedEx need problem value

A

overnight service, problems with deliveries, reliability

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5
Q

accesibility through media

A

must be at a reasonable cost

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6
Q

profit potential

A

most important test of segment, is it growing?

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7
Q

growing markets

A

single women home buyers, spanish speakers on the web, 15s on tech, mobile games, elearning

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8
Q

segmentation is niche marketing

A

identify needs segment and targeting a product for that segment

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9
Q

tide

A

clean and new

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10
Q

cheer

A

colors bright in any water temp

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11
Q

bold

A

freshness

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12
Q

segmentation evolved from

A

mass market

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13
Q

mass market

A

everybody is a potential customer reach widest audience possible

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14
Q

target marketing

A

smaller slice from the mass arket who share the same need for a product

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15
Q

one to one modek

A

two way dialogue with consumers and prospects

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16
Q

segentation process today

A

define promotion uses for segmentation, use variables to create segments, predict responses through behavioral segmentation, rank segments

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17
Q

1 define promotion uses for segentation

A

marketing to existing/new customers

18
Q

marketing to existing customers

A

most profitable - 65% of sales

19
Q

marketing to new customers

A

analyze trends

20
Q

2014 trends

A

buy local, mobile devices, premiumization

21
Q

cocooning

A

protects oneself from the harsh outside world

22
Q

cashing out

A

working men and women seek more simpler life

23
Q

pleasure revenge

A

predicted new fondness for meats, desserts, and other comfort foods

24
Q

2 use variable to create segments

A

what makes consumers alike or different and traits associated with geographic region

25
Q

segmentation variables

A

geographic and demographic

26
Q

psychographic/lifestyle values

A

profiles customers attitudes, values

27
Q

behavioral information

A

provides needs and benefits that are sought

28
Q

geographic segmentation

A

global youth/affluent/cyberspace, national/regional, local

29
Q

demographic segmentation

A

socioeconomic status, social class, family status, young married, singles, gay

30
Q

gender based buying investors

A

women

31
Q

gender based buying shopping

A

women more brand loyal, men are less price conscious/more likely to buy impulse items

32
Q

VALS 2

A

8 lifestyle categories with two dimensions - resources and self orientation

33
Q

8 lifestyle categories

A

actualizer, acheiver, experiencer, fufilled, believers, strivers, makers, strugglers

34
Q

3 behavioral segment categories

A

needs/benefits, media use, financial credit behavior, response behavior, product use

35
Q

product behavior segmentation

A

divide market based on product features and benefits

36
Q

needs/benefits

A

time, enjoyable experience, save money

37
Q

media use

A

prefer kinds of media

38
Q

internet videophiles

A

video downloadin freaks

39
Q

financial credit behavior

A

past says something about the future, credit scores and files

40
Q

response behavior

A

data combined with real time information - special offers, quality reccomendations

41
Q

product use

A

heavy vs light vs nonusers

42
Q

4 rank segments

A

in order of priority/most profitable

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