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