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7 Cards in this Set

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  • Back
market segmentation
dividing a market into smaller groups of buyers distinct needs, characteristics, or behavior who might require separate products or marketing mixes
target marketing
the process of evaluating each market segments attractiveness and selecting one or more segments to enter
market positioning
arranging for a product to occupy a clear, distintive and desirable place relative to competing products in the minds of consumers
psychographic segmentation
dividing a market into different groups based on social class, lifestyle or personality characteristics
mass marketing
a market coverage strategy in which a firm decides to ignore market segment differnces and go after the whole market with one offer
differentiated marketing
a market coverage strategy in which a firm decides to target several market segments and designs seperate offers for each
concentrated marketing
market coverage strategy in which a firm goes after a large share of one or a few segments or niches