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15 Cards in this Set
- Front
- Back
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practice of dividing a market into smaller specific segments sharing similar characteristics
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Market Segment
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rate customer would pay who has no discounts or affiliation. Compelling rate, all rates float off this rate
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BAR best available rate
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Gov employees pay
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per diem based on location
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purchase individual travel components at a discount based on volume, repackages them and sells them to customers on a retail basis
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wholesaler
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Environmental scanning, trend analysis, generational targeting
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Market Segment Selection
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include economy, social and cultural trends, political environment, natural environment, technology
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environmental scanning
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forecast future sales upon customer behavior, break down into generations
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trend analysis
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replace 1 customer for another
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displacement
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determine optimal mix of business
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displacement analysis
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mass produce, distribute, promote product to all buyers. low cost price and lrg potential market
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mass marketing
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seller produce 2 or more products that have diff features
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product variety marketing
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identify market segments, select one or more and develop product and market mix
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target market
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organizations primary direct competitors
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competitive set
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not listed on a company competitive set but must remain visable n firms radar
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secondary competitors
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conducting primary research and analyzing secondary research to understand the characteristics of the competition
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competitive analysis
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