global mktg test ch 7 (test 2)
Terms in this set (11)
The selection of segments that the company should market its product to that have a significant potential to respond.
exactly how the company should present the product to the target market(s) so its perception is most advantageous relative to competition.
how to differentiate the product or brand in the minds of the target market
Pluralization of consumption
an opportunity for marketers to pursue one or more segments on a global scale.
global market segmentation
is based on the premise that companies should attempt to identify consumers in different countries who share similar needs and desires.
A group of teenagers randomly chosen from different parts of the world will share many of the same tastes
affluent consumers who are well traveled and have the money to spend on prestigious products with an image of exclusivity
In focusing on the needs and wants of one gender, do not miss opportunities to serve the other
when we group people according to attitudes, lifestyles, and values.
a combo of demographic and psychographic targeting.
focuses on whether people buy and use a product, as well as how often, and how much they consume.
Locating a brand in consumers' minds over and against competitors in terms of attributes and benefits that the brand does and does not offer