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13 Cards in this Set
- Front
- Back
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Target Market |
A set of buyers sharing common needs or characteristics thatthe company decides to serve |
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Target Audience |
That portion of a (target) market identified to receive messages in theform of advertising or promotion. |
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Marketing Strategy |
Market Segmentation --> Identify Target Market |
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Communication Strategy |
Attitudinal Segmentation --> Identify and Profile Target Audience |
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Brand purchasing behaviour |
users = repeat purchase = customers (brand loyals, favourable brand-switchers) non-users = trial = non-customers (other brand-switchers, other brand-loyal, new category users) |
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Target Audience Groupings |
General level Domain-specific level Brand-specific level |
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General groups |
defined bydescriptive characteristics such as demographics, psychographic and/orlifestyle |
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Domain-specific groups |
groups defined in terms of characteristics associated with a product or category |
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Brand-specific groups |
Described in terms of such things as brand loyalty, beliefs about a brand and buying intentions |
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Brand equity |
the value of the brand tothe customer |
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Personality Traits |
Self-esteem Intelligence Introversion/extroversion |
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Personality State |
a temporary activation of a personality characteristic that is not enduring for that individual |
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Segmentation |
the division of a mass market into distinct groups which have common characteristics, needs, and similar responses to marketing action |
