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Marketing management > Chapter 6 > Flashcards

Chapter 6 Flashcards

1
Q

Organization you decide to sell

A

Target market

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2
Q

Differentiate some aspect of marketing

A

Targeted marketing or differentiated marketing

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3
Q

evolve along with mass product and involves Selling the same product to everybody

A

Mass marketing or undifferentiated marketing

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4
Q

Is an idea proposed by don pepper and Martha Rogers

A

One-to-one marketing

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5
Q

Criteria to classify buyers

A

Segmentation bases

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6
Q

Types of segmentation bases

A

Behavioral segmentation and demographic segmentation

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7
Q

Divides people and organization ito groups according to how they behave with of action

A

Behavioral segmentation

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8
Q

Buyers by the benefits they want from product

A

Benefits segmentation

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9
Q

Determine how you will measure your effort.

A

ESTABLISH SHORT-TERM MEASURES TO EVALUATE YOUR EFFORTS:

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10
Q

Gather all the information you can about your current customers, including their buying patterns, likes, and dislikes.

A

IDENTIFY YOUR CUSTOMERS:

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11
Q

Determine who your best customers are in terms of what they spend and will spend in the future, and how easy or difficult they are to serve.

A

DIFFERENTIATE AMONG YOUR CUSTOMERS

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12
Q

Find ways and media in which to talk to customers about topics they’re interested in and enjoy.

A

INTERACT WITH YOUR CUSTOMERS, TARGETING YOUR BEST ONES

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13
Q

Try to customize your marketing messages and products in order to give your customers exactly what they want.

A

CUSTOMIZE YOUR PRODUCTS AND MARKETING MESSAGES TO MEET THEIR NEEDS:

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14
Q

TYPES OF SEGMENTATION BASES

A

• BEHAVIORAL SEGMENTATION:
• DEMOGRAPHIC SEGMENTATION:
• GEOGRAPHIC SEGMENTATION:
• PSYCHOGRAPHIC SEGMENTATION:

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15
Q

• divides people and organization into groups according to how they behave with or act toward products.

A

BEHAVIORAL SEGMENTATION

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16
Q

• : segmenting buyers by personal characteristics such as age, income, ethnicity and nationality, education, occupation, religion, social class, and family size.

A

DEMOGRAPHIC SEGMENTATION

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17
Q

• divides the market into areas based on location and explains why the checkout clerks at stores sometimes ask for your zip code.

A

GEOGRAPHIC SEGMENTATION:

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18
Q

• Psychographic information is frequently gathered via extensive surveys that ask people about their activities, interests, opinion, attitudes, values, and lifestyles.

A

PSYCHOGRAPHIC SEGMENTATION:

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19
Q

old brands or products that companies “bring back” for a period of time.

A

Retro brands

20
Q
  • electronic games sellers create to promote a product or service.
A

ADVERGAMES

21
Q
  • stages families go through over time and how it affects people’s buying behavior.
A

FAMILY LIFE CYCLE

22
Q
  • process that takes data such as this and plots it on a map.
A

GEOCODING

23
Q

– “neighborhood geography”, combining both demographic and geographic information.

A

GEODEMOGRAPHICS

24
Q

(the number of people per square mile) - used for segmentation purposes.

A

CITY SIZE AND POPULATION DENSITY

25
Q

interesting new technology firms are using to segment and target buyers geographically within a few hundred feet of their businesses using wireless technology.

A

PROXIMITY MARKETING -

26
Q

• : successful, sophisticated, take-charge people with high self-esteem.

A

INNOVATORS

27
Q

• : motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility.

A

THINKERS

28
Q

• : motivated by the desire for achievement, have goal-oriented lifestyles and a deep commitment to career and family.

A

ACHIEVERS

29
Q

• : - motivated by self-expression. Young, enthusiastic, and impulsive consumers; they quickly become enthusiastic about new possibilities but are equally quick to cool.

A

EXPERIENCERS

30
Q

• : motivated by ideals. Conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation.

A

BELIEVERS

31
Q

• : trendy and fun loving. Motivated by achievement; concerned about the opinions and approval of others.

A

STRIVERS

32
Q

• : motivated by self-expression. They express themselves and experience the world by working on it.

A

MAKERS

33
Q

• : live narrowly focused lives. With few resources with which to cope, they often believe that the world is changing too quickly.

A

SURVIVORS

34
Q
  • what results when you use both types of information (qualitative & quantitative info).
A

CONSUMER INSIGHT

35
Q

• : small companies that have low profit margins and regard the good or service being sold as not being strategically important to their operations.

A

PRICE-FOCUSED SEGMENT

36
Q

• composed of firms that want the best possible products and are prepared to pay for them.

A

QUALITY AND BRAND-FOCUSED SEGMENT:

37
Q

• : most firms tailor their offerings in one way or another to meet the needs of different segments of customers.

A

MULTISEGMENT MARKETING

38
Q

• : targeting a very select group of customers. Can be a risky strategy because companies really do have all their eggs in one basket.

A

CONCENTRATED MARKETING

39
Q

: targeting an even more select group of consumers. When engaging in niche marketing, a company’s goal is to be a big fish in a small pond instead of a small fish in a big pond.

A

Niche marketing

40
Q

: “narrowcasting”, is a new effort to isolate markets and target them. It involves gathering all kinds of data available on people, everything from their tax and phone records to the catalogs they receive.

A

Microtargeting

41
Q

Firms that compete in the global marketplace can use any combination of the segmenting strategies or none at all.

A

• TARGETING GLOBAL MARKETS:

42
Q
  • how consumers perceive a product relative to the competition.
A

POSITIONING

43
Q
  • two-dimensional graph that visually shows where your product stands, or should stand, relative to your competitors.
A

PERCEPTUAL MAP

44
Q
  • a catchphrase designed to sum up the essence of a product.
A

TAGLINE

45
Q
  • effort to “move” a product to a different place in the minds of consumers.
A

REPOSITIONING

Marketing management (1 decks)

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