Jackie is interested in predicting what special events result in higher demand for chocolate candy. She should conduct behavioral segmentation based on
Answer: Occasion response. Dividing customers into groups based on their response to a product is behavioral segmentation. Customers are grouped into categories according to what they are looking for in a product and why they buy the product. By studying the occasion responses of customers (when they purchase a product, especially for an event such as a wedding, birthday, graduation, etc.), marketers can predict what special events result in demand for products. Segmentation on the basis of usage rate classifies customers as heavy, moderate, light, or nonusers of a product. Customers can also be classified based on the benefits they desire from a product or the devotion and loyalty they feel for a product.
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Market Planning
- When marketers sort customers psychographically, they divide them by
- Geographic segmentation is dividing a market by where customers are
- The customer characteristic that reflects where customers fit in the day-to-day buying routine is known as
- The community college has decided to market its evening classes to women between the ages of 18 and 30 who are high-school graduates. What type of segmentation is the college using?
- Sorting customers by their physical and social characteristics is called _________ segmentation.
- Marketers divide their markets by grouping customers according to their
- Today's customers are not influenced by mass marketing alone because they are more
- Mass marketing is not as precise as _____________ marketing.
- The Thompson Company decided it would be more successful if it divided the total market for its products into smaller, more specific groups of consumers. This business is engaged in
- When the total market is divided, one of its groups is called a market
- Market segmentation is about dividing the market into __________ groups.
- When sellers offer one-size-fits-all products that will appeal to most buyers, they are using
- When using mass marketing, marketers seek to appeal to the
- The same person can be included in more than one
- Marzetti's Musical Instruments has determined that it will focus its marketing efforts on senior high-school students. Marzetti's is engaged in _________ marketing.
- When examining a market, marketers primarily notice its
- A target market can be described as the
- To buy a product, customers in a market must first
- Liza has always wanted a horse, and she has finally saved enough money to buy one very soon. In marketing terms, Liza is a