a niche marketing strategy implies

higher prices, lower volumes, higher profitability

segmentation means...

cut the market into sub-groups having similar needs

segmentation criteria in B2B ?

geographic, sales potential, profit, sector

segmentation criteria in B2C?

sociodemographic, geographic, psychographic, behavioral

happy with your answers?!

too easy, average, not at all, absolutely

positioning corresponds to...

consumers' perception of a specific brand

choosing one or a few segments to offer an adapted product

marketing strategy in 3 words...

segmentation, targeting, positioning

key success factors correspond to...

what you have to do to succeed on a market

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Marketing strategy: Concepts review

21 termsStudBud Administration120 plays

We are going to review marketing strategy main concepts

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Questions 21

Answers

1
what is the next step after the marketing strategy decisions are made?
field marketing
all those answers are good
4P's
operational marketing
2
positioning must consider the following...
company's know-how
competitors positioning
all those answers are good
consumers' expectations
3
a niche marketing strategy implies
higher prices, lower volumes
higher volumes, higher prices
higher prices, lower volumes, higher profitability
lower volumes, lower prices
4
segmentation means...
target groups of people
position your brand
cut the market into sub-groups having similar needs
offer the most adapted product to a specific segment
5
segments must be measurable/distinctive, accessible, profitable, actionable?
wrong
maybe
true
don't know
6
segmentation criteria in B2B ?
geographic, sales potential, profit, sector
buyer's lifestyle & personality
buyer's sociodemographic profile, relationship
7
segmentation criteria in B2C?
sales, profit, margin, purchase frequency
ask the teacher!
geographic, price, product, segment
sociodemographic, geographic, psychographic, behavioral
8
happy with your answers?!
too easy
average
not at all
absolutely
9
positioning corresponds to...
the market share of firms
the market share of a brand
the position of a company on a market
consumers' perception of a specific brand
10
targeting means...
choosing one or a few segments to offer an adapted product
not choosing any segment
all these answers are wrong
choosing a segment to focus on
11
marketing strategy in 3 words...
product, price, place
don't know!
segmentation, targeting, positioning
survey, decision, action
12
what will you define before deciding about the marketing strategy?
positioning
market key success factors
targets
segments
13
key success factors correspond to...
what competitors do right on a market
what you have to do to succeed on a market
what consumers want
my company's strengths
14
a mass market strategy implies
none of these answers are right
similar volumes at similar prices
lower volumes at higher prices
larger volumes at lower prices
15
a concentration targeting strategy equals to
a differentiating strategy
a micro-market strategy
a mass market strategy
a niche market strategy
16
a differentiation targeting strategy equals to
focus on a few segments
focus on one segment only
focus on many segments
the 3 answers are right
17
criteria to consider for selecting segments
segment size & growth rate
segment crowdedness, competitive advantage
company's competence in meeting segment needs, available resources
all those 3 answers are right
18
a one-to-one strategy implies
same prices
lower prices
higher prices
don't know!
19
a synonym of micro-market targeting strategy
one-to-one strategy
all those answers are right
local adapted strategy
tailor-made strategy
20
a synonym of no differentiation targeting strategy
one-to-one strategy
mass market strategy
niche strategy
specialist strategy
21
B2B market segmentation enables...
better selection of mkt segments that best fits with the firm's resources
all those answers are right
enables improved management of marketing activities
better understanding of the whole marketplace, buyer's behavior & motives

Marketing strategy: Concepts review Flashcards | StudBud