MKT1093 TOPIC 5 - MARKET SEGMENTATION, TARGETING AND POSITIONING

________________ is the process of dividing a market into smaller groups of buyers

with distinct needs, characteristics, or behaviors who might require separate products

or marketing mixes.

__________________ is the process of evaluating each market segment’s

attractiveness and selecting one or more segments to enter.

Setting the competitive positioning for the product and creating a detailed marketing

mix is called ______________.

During one of the steps in the marketing segmentation, targeting, and positioning

process, the marketer develops measures of segment attractiveness. This procedure

belongs in the category of _________________.

When companies divide large, heterogeneous markets into smaller segments that can

be reached more efficiently with products and services that match their unique needs,

they are conducting a ___________________ process.

________ involves actually distinguishing the firm's market offering to create superior

customer value.

________ requires finding the major advantages people look for in a product class, the kinds

of people who look for each positive aspect of a product, and the major brands that deliver it.

________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.

Gilron Holidays runs a premium membership club that caters to customers whose annual

salary exceeds RM100,000. Members of this club are offered seasonal discounts at select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach.

________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.