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Related Flashcards
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Cards In This Set
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What is the target segment
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The subgroup chosen as the focal point for the marketing program and advertising campaign
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To pursue a target segment a firm organizes its marketing and advertising efforts around a ____ _____ ______
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Coherent positioning strategy
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_____ is the process of designing and representing one's product or service so that it will occupy a distinct and valued place in the target consumers mind
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Positioning
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____ _____ involves the selection of key themes or concepts that the organization will feature when communicating this distinctivness to the target segment
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Positioning strategy
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____ _____ is the sequence of activities of segmenting, targeting, and positioning and it represents a sound basis for generating effective advertising
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STP marketing
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What are the 2 key points of STP marketing
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It is alot more complicated than just deciding to target a particular age groupmany factors beyond demographics can come into play
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To maintain vitality and profitability of its products or services an organization has two options
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Reassessment of the segmentation strategypursue a product differentiation strategy
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What is the 1st step in the STP process?What is this process known as?
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Breaking down large markets into smaller marketsmarket segmentation
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____ _____ in a category account for the majority of a products sales and thus become the preferred or primary target segment
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Heavy users
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What are the 4 fundamental segment types?
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NonusersBrand loyal usersSwitchers or variety seekersEmergent customers
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Of the 4 fundamental segment types which one offers the lowest level of opportunity relative to the other 3 groups
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Nonusers
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Of the 4 fundamental segment types which users are a tremendous asset but difficult to convert?
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Brand loyal users
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Of the 4 fundamental segment types who often buy what is on sale or choose brands that offer discount coupons?
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Switchers or variety seekers
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Of the 4 fundamental segment types who offers the organization an important business opportunity?
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Emergent Customers
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Developing advertising campaigns to win with 1st time users is referred to as ____ _ ___ ____
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Point of entry marketing
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