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| The relatively homogeneous groups of prospective buyers that result from the market segmentation process. |
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| Strategy involves a firm's using different marketing mix activities, such as product features and advertising, to help consumers perceive the product as being different from and better than competing products. |
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| A framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm. |
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| The increased customer value achieved through performing organizational functions more efficiently. |
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| Quantity consumed or patronage during a specific period; varies significantly among different customer groups. |
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| 80 percent of a firm's sales are generated by 20 percent of its' customers. |
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| The place an offering occupies in customers' minds on important attributes relative to competitive products. |
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| Changing the place an offering occupies in a customer's mind relative to competitive products. |
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| A means of displaying or graphing in 2D the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands relative to its own and then take marketing action. |
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| The maximum total sales of a product by all firms to a segment during a specified time period under specified environmental conditions and marketing efforts of the firms. |
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| The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts. |
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Definition
| Estimating the value to be forecast without any intervening steps. |
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Definition
| Making a forecast using the last known value and modifying it according to positive or negative factors expected in the future. |
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Term
| Survey of Buyers' Intentions Forecast |
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Definition
| Asking prospective customers if they are likely to buy the product during some future time period. |
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Term
| Salesforce Survey Forecast |
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Definition
| Asking the firm's salespeople to estimate sales during a coming period. |
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Definition
| Extending a pattern observed in past data into the future. |
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| Linear Trend Extrapolation |
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Definition
| The pattern is described with a straight line. |
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