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Marketing Terms: Positioning, Segmentation, and Research, Quizzes of Accounting

Definitions for various marketing terms including positioning, segmentation, targeting, demographic segmentation, prizm, vals, market niche, value proposition, stp approached, reasoning behind market segmentation, benefits of demographic segmentation, positioning themes, user positioning, competitive positioning, advantages and disadvantages of focus groups, reliability, advertising research, validity, trustworthiness, meaningfulness, developmental research, primary research, secondary research, competitive analysis, concept testing, market segmentation, idea generation, audience profiling, focus groups, association tests, resonance testing, communication test, and recall test.

Typology: Quizzes

2010/2011

Uploaded on 02/22/2011

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TERM 1
Positioning
DEFINITION 1
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.
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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