| A | B |
|---|
| Mass Marketing | Directs a company's marketing mix at a large and heterogeneous group of consumers |
| Market Segment | Is a group of individuals or organizations within a larger market that share one or more important characteristics |
| Market Segmentation | Is the process of dividing a large groups of consumers into subgroups based on specific characteristics and common needs |
| Market Potential | the total revenue that can be obtained from the market segment |
| Market Share | The portion of the total market potential that each company expects to get in relation to its competition |
| Positioning | The unique image of a product |
| Consumer Perceptions | The images consumers have of competing goods and services in the marketplace |
| Direct Competition | Competition in a market with businesses that offer the same type of product or service |
| Indirect Competition | occurs whan a business competes with other comap |
| Price Competition | Competition based on price and value |
| Non-Price Competition | when businesses decide to emphasize factors of their marketing mix other than price |
| Market Intelligence | The process of gaining competitive market information |
