DPM10013 CHAPTER 4

________ is the set of all actual and potential buyers of a product or service

• Market

• Product

• Place

• Price

_________ segmentation calls for dividing the market into different geographical units such as nations, regions, states, countries, cities or neighborhoods.

• Demographic

• Geographic

• Behavioral

• Motivational

Divides buyers into different groups based on social class, lifestyle or personality characteristics... refers to:

• Cultural segmentation

• Behavioral segmentation

• Psychographic segmentation

• Demographic segmentation

Divide the market into group based on variables such as age, gender, family size, family life cycle, income, occupation, religion, race and nationality.... refers to

• Cultural Segmentation

• Behavioral segmentation

• Demographic segmentation

• Benefit segmentation

__________ involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments.

• Benefit marketing

• Target marketing

• Societal marketing

• Positioning marketing

In evaluating different market segment, affirm must look at... EXCEPT:

• Company cost

• Segment size and growth

• Segment structural attractiveness

• Company objectives and resources

There are targeting strategies as follow, EXCEPT:

• Undifferentiated Marketing Strategies

• Concentrated Marketing Strategies

• Differentiated Marketing Strategies

• Positioning Marketing Strategies

An effort to influence consumer perception of a brand or  product relative to the perception of competing brands or products. Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind...refer to

• Market pooling

• Market targeting

• Market positioning

• Market segmenting

The types of positioning concepts include as follow, EXCEPT:

• Functional Position

• Symbolic Position

• Experiential Position

• Cultural Position

A company or market offer can be differentiated along the lines of product, services, people or image as follow, EXCEPT:

• Difference in packaging

• Difference in product

• Difference in service

• Difference in image