Chapter 6: Target Markets: Segmentation and Evaluation Flashcards
consumer market
purchasers and household members who intend to consume or benefit from the purchased products and do not buy products to make profits
business market
individuals, organizations, or groups that purchase a specific kind of product for resale, direct use in producing other products, or use in general daily operations
undifferentiated targeting strategy
a strategy in which an organization designs a single marketing mix and directs ti at the entire market for a particular product
homogeneous market
a market in which a large proportion of customers have similar needs for a product
heterogeneous market
a market made up of individuals or organizations with diverse needs for products in a specific product class
market segmentation
the process of dividing a total market into groups with relatively similar product needs to design a marketing mix that matches those needs
market segment
individuals, groups, or organizations sharing one or more similar characteristics that cause them to have similar product needs
concentrated targeting strategy
a market segmentation strategy in which an organization targets a single market segment using one marketing mix
differentiated targeting strategy
a strategy in which an organization targets two or more segments by developing a marketing mix for each segment
segmentation variables
characteristics of individuals, groups, or organizations used to divide a market into segments
market density
the number of potential customers within a unit of land area
geodemographic segmentation
a method of market segmentation that clusters people in zipcode areas and smaller neighborhood units based on lifestyle and demographic information
micromarketing
an approach to market segmentation in which organizations focus precise marketing efforts on very small geographic markets
benefit segmentation
the division of a market according to benefits that consumers want from the product
market potential
the total amount of a product that customers will purchase within a specified period at a specific level of industry-wide marketing activity
company sales potential
the maximum percentage of market potential that an individual firm within an industry can expect to obtain for a specific product
breakdown approach
measuring company sales potential based on a general economic forecast for a specific period and the market potential derived from it
buildup approach
measuring company sales potential by estimating how much of a product a potential buyer in a specific geographic area will purchase in a given period, multiplying the estimate by the number of potential buyers, and adding the totals of all the geographic areas considered
sales forecast
the amount of a product a company expects to sell during a specific period at a specified level of marketing activities
executive judgement
a sales forecasting method based on the intuition of one or more executives
customer forecasting survey
a survey of customers regarding the types and quantities of products they intend to buy during a specific period
sales force forecasting
a survey of a firm’s sales force regarding anticipated sales in their territories for a specified period
expert forecasting survey
sales forecasts prepared by experts outside the firm, such as economists, management, consultants, advertising executives, or college professors
Delphi technique
a procedure in which experts create initial forecasts, submit them to the company for averaging, and then refine the forecasts
