Which of the following do researchers not use when segmenting the market?
-Demographics (age, gender)
-Geographics
-Polygraphics
-Behavioral characteristics
Polygraphics
100
What is the key to Target Market Selection?
Differentation
100
This can be thought of simply as nouns that marketers have introduced into consumers language to make product differentiation concrete
Brands
100
What is anything that is offered to a market for consumption?
Product
100
The ability to maintain a consumer franchise is?
Stability
200
What is the key to creating successful market segmentation?
Observable variables
200
Target Market Selection is the next logical step following _______?
Segmentation
200
Arranging for a product to occupy a clear, distinctive, and attractive position relative to competing products is called?
Positioning
200
What encompasses all product lines and should be consistent?
Product mix
200
What is international scope?
Cross-national/cultural product
300
Selecting market segments that maximize profit is also know as what?
Target market selection
300
Process for target market selection starts by collecting data for each firm in which 5 areas?
1. ability to conceive & design
2. ability to produce
3. ability to market
4. ability to finance
5. ability to manage/execute
300
What are the two extreme types of differentiation?
Vertically and horizontally
300
When a brand extends to new product forms in an existing product category its called?
Line Extensions
300
The long term appeal to consumers is another word for?
Trend
400
What are the three major components used in market segmentation when dividing the market into groups?
Behavior, needs, and characteristics
400
After organizing data into matrices (one per segment), which items are placed in rows & which items are placed in columns?
Items from evaluation areas go into rows and relevant firms, including firm itself & competitors are listed in columns.
400
Kleenex, Thermos and Dry Ice are examples of ________ trademarks.
Generic
400
The life cycle consists of five stages:
Development. Introduction, growth, maturity, and decline
400
. The security of the brand owner’s legal or property rights is called
Protection
500
What is it called when the marketers identify a unique selling proposition?
Positioning
500
The differential advantage analysis facilitates target market selection by pointing out the relative ____ & _____ of the focal firm.
Strengths and weaknesses
500
Firms pursuing this type of differentiation strategy should position products to customers willing to pay for a certain level of quality
Vertical
500
Which stage of the life cycle do some competitors exit the market?
Decline
500
Name the product of two quantities of the brand’s value taken to be
1) annual net after tax profits 2) multiple or discount rate