Marketing Ch 8 Segmentation, Targeting and Positioning
McGraw Hill - Grewal Levy 3ed
A segmentation method that divides customers into groups based on how they use the product or service. Some common behavioral measures include occasion and loyalty.
The grouping of consumers on the basis of the benefits they derive from products or services.
concentrated targeting strategy
A marketing strategy of selecting a single, primary target market and focusing all energies on providing a product to fit that market's needs.
The grouping of consumers according to easily measured, objective characteristics such as age, gender, income, and education.
differentiated targeting strategy
A strategy through which a firm targets several market segments with a different offering for each.
The grouping of consumers on the basis of a combination of geographic, demographic, and lifestyle characteristics.
The grouping of consumers on the basis of where they live.
The position at which a particular market segment's ideal product would lie on a perceptual map.
A component of psychographics; refers to the way a person lives his or her life to achieve goals.
Strategy of investing in loyalty initiatives to retain the firm's most profitable customers.
An extreme form of segmentation that tailors a product or service to suit an individual customer's wants or needs; also called one-to-one marketing.
A type of behavioral segmentation based on when a product or service is purchased or consumed.
Displays, in two or more dimensions, the position of products or brands in the consumer's mind.
Involves a process of defining the marketing mix variables so that target customers have a clear, distinctive, desirable understanding of what the product does or represents in comparison with competing products.
Used in segmentation; delves into how consumers describe themselves; allows people to describe themselves using those characteristics that help them choose how they occupy their time (behavior) and what underlying psychological reasons determine those choices.
The image a person has of him- or herself; a component of psychographics.
Goals for life, not just the goals one wants to accomplish in a day; a component of psychographics that refers to overriding desires that drive how a person lives his or her life.
A marketing strategy a firm can use if the product or service is perceived to provide the same benefits to everyone, with no need to develop separate strategies for different groups.
Reflects the relationship of benefits to costs, or what the consumer gets for what he or she gives.
Value and Lifestyle Survey (VALSTM)
A psychographic tool developed by SRI Consulting Business Intelligence; classifies consumers into eight segments: innovators, thinkers, believers, achievers, strivers, experiencers, makers, or survivors.
The unique value that a product or service provides to its customers and how it is better than and different from those of competitors.