Chapter 4 Terms

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Across
  1. 2. Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
  2. 4. market,the market in which households purchase the goods and services that firms produce
  3. 12. dimensions,those relevant to including a customer type in a product-market
  4. 13. a group of buyers and sellers of a particular good or service
  5. 14. data to continuously update a customer's placement in a market segment
  6. 15. dimensions,are those that actually affect the customer's purchase of a specific product or brand in a product-market
  7. 17. market, is a market with broadly similar needs and sellers offering various, often diverse, ways of satisfying those needs
  8. 18. behavioral segmentation,which refers to the use of
Down
  1. 1. target market approach,segmenting the market and choosing two or more segments, and then treating each as a separate target market needing a different marketing mix
  2. 3. target market approach,combining two or more submarkets into one larger target market as a basis for one strategy
  3. 5. try to increase the size of their target markets by combining two or more segments
  4. 6. Relationship Management,managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty
  5. 7. statement,an expression of a product's positioning that is internally developed and maintained in order to support the development of marketing communication that articulates the specific value offered by a product
  6. 8. techniques, try to find similar patterns within sets of data
  7. 9. target market approach,segmenting the market and picking one of the homogeneous segments as the firm's target market
  8. 10. an aggregating process that clusters people with similar needs into a market segment
  9. 11. aim at one or more homogeneous segments and try to develop a different marketing mix for each segment
  10. 16. Segmentation, the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups
  11. 19. segment,a group of consumers who respond in a similar way to a given set of marketing efforts