Ch. 9 - Segmentation, Targeting, and Positioning

Name

1. Consumer profiles that help companies distinguish customer similarities.

• Market positioning
• Value proposition
• Segmentation
• Marketing

2. How consumers describe themselves; allows people to describe themselves using those characteristics that help them choose how they occupy their time (behavior) and what underlying psychological reasons determine those choices.

• Psychographics
• Demographic Segmentation
• Lifestyles
• Geodemographic Segmentation

3. A component of psychographics that refers to overriding desires that drive how a person lives his or her life; goals for life, not just the goals one wants to accomplish in a day.

• Psychodemographics
• Self-values
• Self-concept
• Perceptual Map

4. A method of segmenting customers based on how they spend their time and money, what activities they pursue, and their attitudes and opinions about the world in which they live.

• Behavioral Segmentation
• Marketing Research
• Self-concept
• Psychographic Segmentation

5. The image a person has of him- or herself; a component of psychographics.

• Self-concept
• Self-esteem
• Behavioral Segmentation
• Marketing Research

6. The grouping of consumers on the basis of the benefits they derive from products or services

• Geographic Segmentation
• Behavioral Segmentation
• Benefit Segmentation
• Loyalty Segmentation

7. A segmentation method that divides customers into groups based on how they use the product or service. Some common behavioral measures include occasion and loyalty.

• Behavioral Segmentation
• Geographic Segmentation
• Psychographic Segmentation
• Self-values

8. A type of behavioral segmentation based on when a product or service is purchased or consumed

• Geodemographic Segmentation
• Ideal Point
• Demographic Segmentation
• Occasion Segmentation

9. Strategy of investing in initiatives to retain the company's most profitable customers

• Differentiated Targeting
• Behavioral Segmentations
• Loyalty Segmentation
• Demographic Segmentation