A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments Page: 7
viii, 232 leaves : ill.View a full description of this dissertation.
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Product different.1 ation. —Product differentiation refers
to any and all attempts on the part of sellers to distinguish-
their product from other available offerings by stressing
varying product characteristics. These characteristics may
be real or imaginary.
Demographic segmentation.—A market is divided into seg-
ments by using known facts about the population itself. • Age,
sex, race, and financial data are good examples of demographic
criteria used in segmentation.
Non-demographic segmoncation.--The mode of segmentation
changes from known facts (demographic data) to an individual
basis. For example, value, customer attitudes, and individual
needs are some of the major bases for non-demographic seg-
mentation.
Consumer sovereignty.--This term .indicates that the -
consumer is king. In a marketing sense, it means that pro-
ducers must become consciously aware of the consumer's
desires in the marketplace and design, product and marketing
strategies to fill those needs.
Semantic differential.—A psychological technique used
to measure attitudes toward a particular object or situation.
It measures the direction of the feeling toward the concept,
and also the intensity of the feeling. The semantic differ-
ential question is composed of two opposite adjectives or
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Anderson, Robert Lee, 1940-. A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments, dissertation, August 1971; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc164459/m1/18/: accessed July 16, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .