The basic physical product/service that delivers those benefits.
The basic product/service plus any extra or unsolicited benefits to the consumer that may prompt a purchase.
Specific characteristics that distinguish market segments according to the benefits sought by customers.
breakdown process (chain-ratio method)
A forecasting method that begins with a larger-scope variable and works down to the sales forecast.
A forecasting method in which all potential buyers in the various submarkets are identified and then the estimated demand is added up.
The fundamental benefit or solution sought by customers.
A collection of information about a customer, including demographic data, attitudes, preferences, and other behavioral characteristics, as defined by CRM goals.
Specific characteristics that describe customers and their purchasing power.
A forecasting method in which sales is the estimated variable.
A forecasting method in which variables related to sales are used to project future sales.
Original intellectual creations, including inventions, literary creations, and works of art, that are protected by patents or copyrights.
A group of customers or potential customers who have purchasing power and unsatisfied needs.
The process of locating and describing potential customers.
The division of a market into several smaller groups with similar needs.
The combination of product, pricing, promotion, and distribution activities.
The gathering, processing, interpreting, and reporting of market information.
A strategy that recognizes different preferences of individual market segments and develops a unique marketing mix for each.
New market information that is gathered by the firm conducting the research.
A prediction of how much of a product or service will be purchased within a market during a specified time period.
Market information that has been previously compiled.
The parameters used to distinguish one form of market behavior from another.
A strategy that recognizes the existence of several distinct market segments but focuses on only the most profitable segment.
small business marketing
Business activities that direct the creation, development, and delivery of a bundle of satisfaction from the creator to the targeted user and that satisfy the targeted user.
unsegmented strategy (mass marketing)
A strategy that defines the total market as the target market.