Flashcards
Consumer Behavior Midterm - Chapter 2
Flashcards do conjunto (20)
- 1Market Segments RequirementsIdentifiable
Sizeable
Stable and Growing
Reachable (Accessible)
Congruent with the Marketer’s Objectives and Resources - 2Behavioral DataEvidence-based
Can be determined from direct questioning (or observation)
Categorized using objective
and measurable criteria - 3Cognitive FactorsAbstracts that reside in the
consumer’s mind
Can be determined only through psychological and attitudinal questioning Generally have no single, universal definitions - 4Demographic SegmentationSegmentation based on specific characteristic (often quantifiable) about consumers e.g. Age, Gender, Income, Occupation, Household Size, Geographic Location
- 5Geodemographic SegmentationSuggests that birds of a feather flock together, such that where a person lives helps determine his/her consumption behavior.
- 6Psychographic SegmentationSegmentation based on consumers’ lifestyles, which include consumers’ activities, interests, and opinions.
- 7Benefit SegmentationBased on the benefits that consumers seek from products and services. Marketers of personal care products, such as shampoos, soaps, and toothpastes, create different offerings designed to deliver specific benefits.
- 8Usage Occasion SegmentationRecognizes that consumers purchase some products for specific occasions.
- 9VALS - Motivations• Ideals motivated
• Achievement motivated
• Self-expression motivated - 10VALS - ClassesInnovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, Survivors
- 11Behavioral TargetingSending consumers personalized and prompt offers and promotional messages designed to reach the right consumers and deliver to them highly relevant messages at the right time
- 12Predictive AnalyticsMeasures that predict consumers’ future purchases on the bases of past buying information and other data, and evaluate the impact of personalized promotions stemming from the predictions.
- 13The Positioning Process1. Defining the market
2. Identifying the key attributes
3. Researching consumer perception
4. Determining the target market’s preferred combination of attributes
5. Developing a positioning concept
6. Creating a positioning statement - 14Umbrella PositioningA statement or slogan that describes the universal benefit of the company’s offering. At times, this statement does not refer to specific products.
- 15Premier PositioningFocuses on the brand’s exclusivity.
- 16Positioning Against CompetitionAcknowledges competing brands.
- 17Key Attribute PositioningBased on a brand’s superiority on relevant attributes
- 18Un-Owned PositioningWhen a position is not associated with a product from the category
- 19RepositioningThe process by which a company strategically changes the distinct image and identity that its product or brand occupies in consumers’ minds.
- 20Perceptual MappingConstructing a map-like diagram representing consumers’ perceptions of competing brands along relevant product attributes.
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- Marketing (Consumer Behavior) FlashCards sobre Consumer Behavior Midterm - Chapter 2, criado por Turinqui 85 em 02-11-2018.
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- Turinqui 85
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