Awareness Advertising or other promotional activity (e.g. public relations) whose primary purpose is to increases general knowledge of the company, and to make people feel more positive towards it
Behavioural Segmentation Behavioural segmentation divides customers into groups based on the way they respond to, use or know of a product.
Benefit Segmentation Benefit segmentation relates to the process of dividing a market based on the specific benefits consumers seek from a product. For example, some car buyers want safety and security from their car, while others look for comfort or speed. A car manufacturer, therefore, has to decide which benefits to offer – and how these benefits should be communicated to the customer
Boston Group Matrix A means of analysing and categorizing the performance of business units in large diversified firms by reference to market share and growth rates. It was developed by the Boston Consultancy Group (BCG)
Brand A brand is the specific type of the product form. A brand – representedby a brand name, symbol, design, logo, packaging – is the identity of a particular product form that customers recognise as being different from others.
