MKT 290 - Chapter 4 Flashcards
(21 cards)
What is the key themes or concepts that an organization features when communicating a product’s or service’s distinctiveness to a target segment?
Positioning Strategy
What is developing a strategy through segmenting, targeting, and positioning, and represents a sound basis for generating effective advertising?
STP Marketing
In terms of target segments, what are consumers who purchase a product or service much more frequently than others?
Heavy Users
In terms of target segments, what is a market segment made up of consumers who do not use a particular product or service?
Nonusers
In terms of target segments, what is a market segment made up of consumers who repeatedly buy the same brand of product?
Brand-Loyal Users
IN terms of target segments, what is a market segment made up of consumers who often buy what is on sale or choose brand that offer price incentives?
Switchers
In terms of target segments, what is a market segment made up of the gradual but constant influx of first-time buyers?
Emergent Consumers
What is market segmentation that divides consumers according to basic descriptors such as age, gender, race, marital status, income, education, and occupation?
Demographic Segmentation
What is market segmentation that identifies neighborhoods sharing common demographic characteristics?
Geodemographic Segmentation
What is a form of market research that emphasizes the understanding of consumers’ activities, interests, and opinions?
Psychographics
What are heavy users of all forms of fast food? These are people who can make a meal out of microwave popcorn; as long as the popcorn keeps hunger at bay and is convenient, this segment is happy with its meal.
Chase and Grabbits
What are a bit older than the Chase and Grabbits but no less convenience oriented. B/c they are more likely to have families, their preferences for convenient foods involve frozen products that are prepared quickly at home. They constantly seek faster ways to prepare the traditional foods they grew up with.
Functional Feeders
What involved blue-collar households with modest incomes. Very loyal to their regional diets, such as meat and potatoes in the Midwest and clam chowder in New England. Fried chicken, biscuits and gravy, and bacon and eggs make this segment the champion of cholesterol.
Down-Home Stokers
What are more prevalent on the West Coast, have replaced most of red meat with pasta, fish, skinless chicken, and mounds of fresh fruit and veggies. They believe they are knowledgeable about nutritional issues and are willing to experiment with foods that offer healthful options.
Careful Cooks
What cooks are family oriented and take substantial satisfaction from preparing a complete homemade meal for eh family. Young mothers in this segment are aware of nutritional issues.
Happy Cookers
What are simple and distinctive, and help an organization make internal decisions that yield substantive value for customers?
Positioning Themes
What is a positioning option that features a distinctive customer benefit?
Benefit Positioning
What is a positioning option that focuses on a specific profile of the target user?
User Positioning
What is a positioning option that uses an explicit reference to an existing competitor to help define precisely what a brand can do?
Competitive Positioning
What is returning to the STP marketing process to arrive at a revised positioning strategy?
Repositioning
What is a statement of the functional, emotional, and self-expressive benefits that are delivered by the brand and provide value to customers in the target segment?
Value Proposition
