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MKTG 5341 CH 7

Terms in this set (30)

Because the number of natural-born citizens of ethnic minorities has grown and the number of immigrants has increased, what type of demographic segmentation has become increasingly important in the United States?
race and ethnicity segmentation
A type of segmentation that is based on a very quantifiable demographic variable and is usually analyzed in incremental ranges is ______.
income segmentation
consumer variables that psychographic segmentation relies on to segment a market
opinions
activities
personality
___ segmentation divides customers into groups according to similarities in benefits sought or product usage patterns.
behavioral
key business market segmentation variables
Operating Variables
Purchasing Approaches
Personal Characteristics
Demographic
Situational Factors
Which of the following are factors that should be considered when analyzing segment attractiveness?
Strategic fit of the segment
Segment size and growth potential
Competitive forces related to the segment
When a company communicates and delivers value in different ways to different customer groups, it is engaged in______.
differentiation
Target marketing that is a one-market strategy, sometimes referred to as an unsegmented mass market, is called ______ target marketing.
undifferentiated
4 basic levels of priority for development of potential target markets
primary target markets
secondary target markets
tertiary target markets
target markets to abandon for future development
___ occurs when the firm turns its attention to creating, communicating, delivering, and exchanging offerings that have value to the target markets so that customers understand its ability to fulfill their needs and wants.
positioning
A(n) ___ ___ displays paired attributes in order to compare consumer perceptions of each competitor's delivery against those attributes.
perceptual map
sources of marketing differentiation
innovative leadership
product leadership
image leadership
price leadership
convenience leadership
service leadership
personnel leadership
positioning error: when consumers have only a vague idea about the company and its products, and do not perceive any real differentiation
when consumers have only a vague idea about the company and its products, and do not perceive any real differentiation
underpositioning
positioning error: when consumers have too narrow an understanding of the company, product, or brand
when consumers have too narrow an understanding of the company, product, or brand
overpositioning
positioning error: when frequent changes and contradictory messages confuse consumers regarding the positioning of the brand
confused positioning
positioning error: when the claims made for the product or brand are not regarded as credible by consumers
when the claims made for the product or brand are not regarded as credible by consumers
doubtful positioning
___ means communicating and delivering value in different ways to different customer groups.
differentiation
Some firms use a market approach of low cost to all potential customers. This represents a one-market strategy, sometimes referred to as ___ target marketing.
undifferentiated
Choice, those segments that clearly have the best chance of meeting ROI goals and the other attractiveness factors
those segments that clearly have the best chance of meeting ROI goals and the other attractiveness factors
primary target markets
those segments that have reasonable potential but for one reason or another are not best suited for development immediately
secondary target markets
those segments that may develop emerging attractiveness for investment in the future but that do not appear attractive at present
tertiary segment markets
those segments that demonstrate little or no potential for investment
target markets to abandon for future development
Positioning strategies for a target market are executed through the development of unique combinations of the ___ ___ variables
marketing mix
Divides consumer groups based on physical location.
Divides consumer groups based on physical location
geographic segmentation
Divides consumer groups based on a variety of readily measurable descriptive factors about the group.
demographic segmentation
Divides consumer on variables such as personality and AIOs (activities, interests, and opinions).
psychographic segmentation
Divides consumer into groups according to similarities in benefits sought or product usage patterns.
behavioral segmentation
The data generated from positioning research can be used to develop a useful visual tool for positioning called a(n) ___ ___
perceptual map
potential positioning errors
doubtful positioning
overpositioning
underpositioning
confused positioning
elements of the market segmentation, target marketing, and positioning process in the correct order.
1. market segmentation
2. target marketing
3. positioning
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