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8 Cards in this Set
- Front
- Back
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What is segmentation? |
-Dividing the market into group of (potential) customers with distinct characteristics, behaviors, or needs. (Understand the benefits that consumers see |
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What is a target market? |
-A particular group of consumers at which a product or service is aimed. |
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What is positioning? |
-The marketer’s effort to identify a unique selling proposition for the product |
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Positioning Statement |
-(Our product/brand) is (single most important claim) among all (competitive frame) because (single most important support) |
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Vertical Differentiated |
if all buyers that product A is better than product B; if product A and B are sold at the same price no one will buy product B |
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Horizontal Differentiated |
if product A and B differ in ways independent of buyers overall judgement about products quality levels; if A and B are sold at the same price, some people will prefer one,some another |
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How are target markets evaluated? |
-Relatively homogeneous-Measureable-Profitable-Reachable-Strengths > Market |
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USP/CA/CSA |
Unique selling positioning Competitive Advantage Competitive Sustainable Advantage |
