Download benefit positioning

benefit positioning
A positioning option that features a distinctive customer benefit.
benefit segmentation
A type of market segmenting in which target segments are delineated by the various
benefit packages that different consumers want from the same product category.
brand-loyal users
A market segment made up of consumers who repeatedly buy the same brand of a
product.
business markets
The institutional buyers who purchase items to be used in other products and services
or to be resold to other businesses or households.
competitive field
The companies that compete for a segment's business.
competitive positioning
A positioning option that uses an explicit reference to an existing competitor to help
define precisely what the advertised brand can do.
consumer markets
The markets for products and services purchased by individuals or households to
satisfy their specific needs.
demographic segmentation
Market segmenting based on basic descriptors like age, gender, race, marital status,
income, education, and occupation.
emergent consumers
A market segment made up of the gradual but constant influx of first-time buyers.
geodemographic segmentation
A form of market segmentation that identifies neighborhoods around the country that
share common demographic characteristics.
heavy users
Consumers who purchase a product or service much more frequently than others.
lifestyle segmentation
A form of market segmenting that focuses on consumers' activities, interests, and
opinions.
market niche
A relatively 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.
market segmentation
The breaking down of a large, heterogeneous market into submarkets or segments
that are more homogeneous.
nonusers
A market segment made up of consumers who do not use a particular product or
service.
positioning
The process of designing a product or service so that it can occupy a distinct and
valued place in the target consumer's mind, and then communicating this
distinctiveness through advertising.
positioning strategy
The key themes or concepts an organization features for communicating the
distinctiveness of its product or service to the target segment.
psychographics
A form of market research that emphasizes the understanding of consumers'
activities, interests, and opinions.
repositioning
Returning to the process of segmenting, targeting, and positioning a product or
service to arrive at a revised positioning strategy.
STP marketing (Segmenting, Targeting, Positioning)
A marketing strategy employed when advertisers focus their efforts on one subgroup
of a product's total market.
switchers
A market segment made up of consumers who often buy what is on sale or choose
brands that offer discount coupons or other price incentives. Also called variety
seekers.
target segment
The subgroup (of the larger market) chosen as the focal point for the marketing
program and advertising campaign.
user positioning
A positioning option that focuses on a specific profile of the target user.
value proposition
A statement of the functional, emotional, and self-expressive benefits delivered by
the brand, which provide value to customers in the target segment.