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Exam3_FC3 - The flashcards are formatted for printing...

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Usage Rate Segmentation Mass, Segment, and Niche
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Levels of market segmentation: Segmentation divided by high and low volume consumers.
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Actual Product Exploratory Research
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i.e. qualitative research i.e. brand name, packaging, style, and design
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Genericide Augmented Product
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i.e. installation, after- sale service, warranty, and deliver and credit Loss of trademark protection.
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Substantiality Market Segmentation
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The purpose is to enable the marketer to tailor marketing mixes to meet the needs of one or more specific segment. A segment must be large enough to warrant developing and maintaining a special marketing mix.
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Accessibility Measurability/ Identifiability
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Organizations must be able to assess how many people are willing, indifferent, or unwilling to participate, or it will have trouble gauging whether or not there are enough people to justify setting The firm must be able to reach members of targeted segments with customized marketing mixes.
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up the service.
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Segmentation Bases or Variables Responsiveness
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One market segment responds to a marketing mix differently from another segment. Characteristics of individuals, groups, or organizations, to divide a total market into segments.
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Personality Family Life Cycle (FLC)
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A series of stages determined by a combination of age, marital status, and the presence or absence of children. Reflects a person’s traits, attitudes, and habits.
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Lifestyle Psychographic Segmentation
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Segmentation based on personality, motives, lifestyles, and geodemographics. Segmentation divides people into groups according to the way they spend their time, the importance of things around them, their beliefs, and socioeconomic characteristics like
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income and education.
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Geodemographic Segmentation Geodemographic Segmentation
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Clusters potential customers into neighborhood lifestyle categories. Helps marketers develop programs tailored to prospective buyers who live in small geographic regions, such as neighborhoods, or who have a very specific lifestyle and demographic
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