MARK1016- Midterm Exam Guide - Comprehensive Notes for the exam ( 79 pages long!)
Document Summary
Chapter 2 segmentation, targeting and positioning: the process of dividing a market into distinct subsets of consumers with common needs or characteristics is known as ________, target marketing, market segmentation, mass marketing, the marketing concept, market evaluation. Aacsb: reflective thinking: qantas targets four distinct segments: coach passengers, premium economy, business and first class, and uses ________ to clearly differentiate between the options targeted at each segment, positioning, behavioral targeting, geographic segmentation, reverse targeting, countersegmentation. Aacsb: reflective thinking: most marketers prefer to target consumer segments that are relatively ________, small, stable in terms of consumption patterns, unpredictable, inaccessible, expensive to pursue. Aacsb: reflective thinking: peter wants to segment the target audience for his frozen yogurt shop based on benefits sought. Unlike demographic variables, the benefits sought variable is difficult to measure, so it is not as ________: profitable, stable in terms of consumption patterns, identifiable, inaccessible, expensive to pursue.
