Download Marketing Terms: Positioning, Segmentation, and Research and more Quizzes Accounting in PDF only on Docsity!
Positioning
Desinging and representing a brand in a way that is distinct in the consumer's mind TERM 2
Positioning strategy
DEFINITION 2 selecting key themes to communicate in the consumer's mind. TERM 3
segmenting
DEFINITION 3 A marketing strategy is based on expected customer behavior in a certain market. TERM 4
targeting
DEFINITION 4 Targeting is to make a thing or group of things a target, to select it or them to be acted upon. TERM 5
demographic segmentation
DEFINITION 5 market segmenting based on basic decriptions like age, gender, race income and education.
prizm
potential rating index by zip marketing. identifies 62 market segments that are all over the united states with similar interests and groups of individuals. TERM 7
VALS
DEFINITION 7 values and lifestyles? TERM 8
market niche
DEFINITION 8 a small group of consumers who have a unique set of needs and who typically are willing to pay a premium price to a firm that specializes in meeting those needs TERM 9
value proposition
DEFINITION 9 a statement of the functional, emotional and self expressive benefits delivered by the brand, which provide value to consumers in the target segments. TERM 10
STP approached is used
when
DEFINITION 10 there are markets charazcterized by diversity in consumers needs and preferences
advantages of focus groups
members feel empowered good at what they do gain in depth data TERM 17
disadvantages of focus groups
DEFINITION 17 must have good leader low reliability can be skewed to impress others TERM 18
reliability
DEFINITION 18 The research method produces consistent findings over time. TERM 19
advertising research
DEFINITION 19 Research handled by the ad research department Researchers involved when needed Emphasize quantitative research TERM 20
validity
DEFINITION 20 The information generated is relevant to the research questions being investigated.
trustworthiness
Usually applied to qualitative data; does the data seem to make sense? TERM 22
meaningfulness
DEFINITION 22 : An assessment of limitations of the data. TERM 23
developmental research
DEFINITION 23 before ads are made TERM 24
primary research
DEFINITION 24 ? TERM 25
secondary research
DEFINITION 25 ?
focus groups
Brainstorming session with target customers (6-12) to come up with new insights about the brand. Focus groups offer the opportunity to gather in-depth data. TERM 32
association tests
DEFINITION 32 a type of projective technique that asks consumers to express their feelings or thoughts after hearing a brand name or seeing a logo TERM 33
resonance
testing
DEFINITION 33 a type of message assessment in which the goal is to determine to what extent the message resonates or rings true with target audience members TERM 34
communication test
DEFINITION 34 a type of pretest message research that simply seeks to see if a message is communicating something close to what it is desired TERM 35
recall test
DEFINITION 35 tests of how much the viewer of an ad remembers of the message, they are used to measure the cognitive residue of the ad. they are most commonly employed tests in advertising
pilot
testing
a form of message evaluation consisting of experimentation in the marketplace
