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19 Cards in this Set

  • Front
  • Back
Psychographic variables that focus on activities, interests, and opinions. Also referred to as lifestyle.
Benefit Segmentation
Segmentation based on the kinds of benefits consumers seek in a product.
Concentrated Marketing
Targeting a product or service to a single market segment with a unique marketing mix.
A strategy in which a company combines two or more segments into a single segment to be targeted with an individually tailored product or promotion campaign.
Demographic Characteristics
Objective characteristics of population which are often used as the basis for market segmentation.
Demographic Segmentation
The division of a total market into smaller subgroups on the basis of such objective characteristics as age, sex, marital status, income, occupation, or education.
Differentiated Marketing
Targeting a product or service to two or more segments, using specifically tailored product, promotional appeal, price, and/or method of distribution for each.
Geographic Segmentation
The division of a total potential market into smaller subgroups on the basis of geographic variables.
Hybrid Segmentation
The use of several segmentation variables to more accurately define or "fine tune" consumer segments.
Mass Marketing
Offering the same product and marketing mix to all consumers
Establishing a specific image for a brand in relation to competing brands.
Psychographic Inventory
A series of written statements disigned to capture relevant aspects of consumer's personality, buying motives, interests, attitudes, beliefs, and values.
Psychographic Segmentation
Identifying segments of consumers based on their responses to statements based on their responses to statements about their activities, interests and opinions.
Psychological Segmentation
The division of a total potential market into smaller subgroups on the basis of intrinsic characteristics of the individual, such as personality, buying motives, lifestyle, attitudes, or interests.
Changing the way a product is perceived by consumers in relation to other brands or product uses.
Sociocultural Variables
Sociological and anthropogical variables that provide further bases for market segmentation.
Use-related segmentation
Popular and effective form of segmentation that categorizes consumers in terms of product, service, or brand-usage characteristics, such as usage rate, awareness status, and degree of brand loyalty.
Usages situation
Segmentation that is based on the idea that the occasion or situation often determines what consumers will purchase or consume.
Highly regionalized marketing strategies that use advertising and promotional campaigns specifically geared to local market needs and conditions.