Marketing Chapter 6 Review

__________ is dividing a market into different segments based on gender.

• Gender segmentation

• Age and life-cycle segmentation

• Demographic segmentation

• Geographic segmentation

__________ is dividing a market into different segments based on social class, lifestyle, or personality characteristics.

• Income segmentation

• Behavioral segmentation

• Occasion segmentation

• Psychographics segmentation

__________ is dividing a market into segments based on consumer knowledge, attitudes, uses, or response to a product.

• Behavioral segmentation

• Occasion segmentation

• Income segmentation

• Psychographics segmentation

__________ is dividing a market into segments according to the moments when buyers get the idea to buy, actually make their purchase, or use the purchased item.

• Behavioral segmentation

• Psychographics segmentation

• Occasion segmentation

• Income segmentation

__________ is tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments.

• Concentrated marketing

• Micromarketing

• Local marketing

• Individual marketing

__________ is tailoring brands and marketing to the needs and wants of cities, neighborhoods, and even specific stores.

• Micromarketing

• Local marketing

• Concentrated marketing

• Individual marketing

__________ is tailoring products and marketing programs to the needs and preferences of particular customers.

• Individual marketing

• Local marketing

• Micromarketing

• Concentrated marketing

A __________ is the full mix of benefits on which a brand is positioned.

• competitive advantage

• product position

• value proposition

• unique selling proposition

A __________ is a specific attribute that a company chooses about a brand and touts as “number one” in regards to that attribute.

• value proposition

• unique selling proposition

• competitive advantage

• product position

__________ is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products.

• A competitive advantage

• A value proposition

• A unique selling proposition

• Product position