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19 Cards in this Set
- Front
- Back
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AIOs
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Psychographic variables that focus on activities, interests, and opinions. Also referred to as lifestyle.
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Benefit Segmentation
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Segmentation based on the kinds of benefits consumers seek in a product.
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Concentrated Marketing
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Targeting a product or service to a single market segment with a unique marketing mix.
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Countersegmentation
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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.
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Demographic Characteristics
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Objective characteristics of population which are often used as the basis for market segmentation.
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Demographic Segmentation
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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.
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Differentiated Marketing
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Targeting a product or service to two or more segments, using specifically tailored product, promotional appeal, price, and/or method of distribution for each.
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Geographic Segmentation
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The division of a total potential market into smaller subgroups on the basis of geographic variables.
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Hybrid Segmentation
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The use of several segmentation variables to more accurately define or "fine tune" consumer segments.
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Mass Marketing
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Offering the same product and marketing mix to all consumers
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Positioning
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Establishing a specific image for a brand in relation to competing brands.
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Psychographic Inventory
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A series of written statements disigned to capture relevant aspects of consumer's personality, buying motives, interests, attitudes, beliefs, and values.
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Psychographic Segmentation
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Identifying segments of consumers based on their responses to statements based on their responses to statements about their activities, interests and opinions.
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Psychological Segmentation
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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.
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Repositioning
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Changing the way a product is perceived by consumers in relation to other brands or product uses.
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Sociocultural Variables
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Sociological and anthropogical variables that provide further bases for market segmentation.
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Use-related segmentation
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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.
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Usages situation
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Segmentation that is based on the idea that the occasion or situation often determines what consumers will purchase or consume.
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Micromarketing
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Highly regionalized marketing strategies that use advertising and promotional campaigns specifically geared to local market needs and conditions.
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