chapter 6

Question 1

consumer market

Answer 1

-includes goods/services/ideas a person can purchase/support for his/her personal use

Question 2

Business market

Answer 2

products purchased to run a busineess

Question 3

product differentiation

Answer 3

positioning a product to a target group so it appears distinct from competitive offerings.

Question 4

Marketing a product with broad appeal to the entire market without any product/marketing differentiation

Answer 4

mass marketing

Question 5

segment marketing

Answer 5

marketing many products and brands to specifically meet the needs of organizations

Question 6

individualized marketing

Answer 6

one-one marketing involves customizing products to fit individual’s needs.

Question 7

geo
demo
psyco
behav

Answer 7

-city, weather, country, area
-age, gender, income, fam, race
-lifestyle, social. status, interests
-knowledge, attitude, response

Question 8

impression of the branded product you want to establish in consumers minds relative to their needs and also in contrast to the competition.

Answer 8

product positioning

Question 9

impression of the branded product you want to establish in consumers’ minds relative to their needs and also in contrast to the competition.

Answer 9

product positioning

Question 10

3 basic factors surface in product positioning

Answer 10

image, product attribute, price

Question 11

marketing a limited product line to a narrow but profitable segment of the marktet that is of marginal interest to major competitors.

Answer 11

niche marketing

Question 12

positioning statements are

Answer 12

simple,clear, and focused.