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Definition
| Producer defines area of competition |
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Definition
| holds one's ground; dig in |
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| change markets products to keep competition off-guard |
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Definition
| enlarge market via new product or deeper penetration of old |
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Definition
| concentrate on segments that has/have most positive yield |
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Definition
| create new brands to compete with one's current brands |
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Definition
| using same name for several products |
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Definition
| modifying product or package |
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Definition
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Definition
| enlarge market via distribution changes |
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Definition
| unconventional marketing strategies |
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Term
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Definition
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Term
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Definition
| region, city or metro size (population), density, climate |
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Definition
| age, gender, family size, family life cycle, income, occupation, education, religion, race, nationality |
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Definition
| social class, lifestyle, personality |
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Term
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Definition
| occasions, benefits, user status, usage rate, loyalty status, readiness stage, attitude toward product |
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Term
| steps in segmentation process (8) |
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Definition
| 1. id the potential market 2. id cutovers needs/wants 3.id homogenous sub-market 4. name segments 5. evaluate why the segments behave they way the do 6. estimate the size of each group 7. estimate profitability of each groups 8. determine how to mix groups if possible |
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Term
| the process of complex decision making |
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Definition
| 1. need arousal 2. consumer information processing 3. brand evaluation 4. purchase 5. evaluation 6. feedback |
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