Marketing Promotion Chapter 6

Buyers who enjoy new experiences/switch brands or products not necessarily for lower prices or another incentive

A form of research that emphasizes the understanding of consumers’ activities, interests, and opinions

A type of market segmenting in which target segments are delineated by the various benefit pack

Market segmentation that identifies neighborhoods around the country that share common demographic characteristics.

The promise to a brand makes to the consumer that may be implied via advertising.

To focus advertising and promotion effort upon a given segment or segments.

Narrowly targeting a small segment of a market in which consumers are willing to pay a premium price for the brand.

When someone’s personal attribute is a source of devaluation in the marketplace or by other people.

A brand’s meaning relative to its competitors.

The markets for products and services purchased by individuals or households to satisfy their specific needs.

The companies that compete for a segment’s business.

The buyers who purchase items to use in other products and services or to be resold to other businesses or households.

A market segment made up of the gradual but constant influx of first-time buyers.

A form of market segmenting that focuses on consumers’ activities, interests, and opinions.

Advertising strategies designed to win the loyalty of consumers whose brand preferences are still under development.

A marketing strategy used when advertisers focus their efforts on one subgroup of a product’s total market.

A market segment of consumers who buy what is on sale or choose brands that offer discounts or other price incentives.

The functional,emotional,self-expressive benefits offered by brands that provide value to buyers in the target segment.

Themes or concepts an organization features for communicating the distinctiveness of its product to the target segment.

A core idea that frames an ambition or aspiration for the brand that will be relevant to target audiences over time.

Consumers who purchase a product or service much more frequently than others. Known as committed users or lead users.

A portion of the market.

Market segmenting based on basic descriptors like age, gender, race, marital status, income, education, and occupation.