Key Terms Refresher

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Across
  1. 1. dividing the market based on advantages that consumers seek from the product
  2. 4. the full positioning of a brand—the full mix of benefits on which it is positioned
  3. 6. advantage over competitors gained by offering greater customer value either by having lower prices or providing more benefits that justify higher prices
  4. 9. dividing the marked based on consumers who have similar needs and buying behaviors even though they are located in different countries
  5. 10. dividing a market into different geographical units
  6. 12. market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer
  7. 14. dividing the market based on specific events or moments when buyers get the idea to buy, actually make their purchase, or use the purchased item
Down
  1. 1. dividing the market based on consumer knowledge, attitudes, uses of a product, or responses to a product
  2. 2. market-coverage strategy in which a firm targets several market segments and designs separate offers for each
  3. 3. market-coverage strategy in which a firm goes after a large share of one or a few segments or niches
  4. 5. dividing the market based on lifestyle or personality characteristics
  5. 7. dividing the market based on consumers' purchasing power and financial resources
  6. 8. tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments
  7. 11. dividing the market into segments based on variables such as education, religion, ethnicity, and generation
  8. 13. dividing the market based on biological and identity-related characteristics
  9. 15. dividing the market based on consumers' stage in life