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