Below are this chapter's featured key terms. The textbook's full glossary is also available for online searching.
 

80/20 rule	A concept that suggests 80 percent of a firm's sales are obtained from 20 percent of its customers. (See page(s) See page 247 in your textbook.)
cross tabulation	Method of presenting and relating data having two or more variables to analyze and discover relationships in the data. (See page(s) See page 255 in your textbook.)
market segmentation	Aggregating prospective buyers into groups, or segments, that (1) have common needs and (2) will respond similarly to a marketing action. (See page(s) See pages 43, 238 in your textbook.)
market segments	The groups that result from the process of market segmentation; these groups ideally (1) have common needs and (2) will respond similarly to a marketing action. (See page(s) See page 239 in your textbook.)
market-product grid	Framework to relate the segment of a market to products offered or potential marketing actions by the firm. (See page(s) See page 241 in your textbook.)
perceptual map	A means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers. (See page(s) See page 257 in your textbook.)
product differentiation	(1) A firm's using different marketing mix activities, such as product features and advertising, to help consumers perceive the product as being different and better than competing products. (2) A firm's selling two or more products with different features targeted to different market segments. (See page(s) See page 239 in your textbook.)
product positioning	The place an offering occupies in consumers' minds on important attributes relative to competitive offerings. (See page(s) See page 256 in your textbook.)
repositioning	Changing the place an offering occupies in a consumer's mind relative to competitive offerings. (See page(s) See page 257 in your textbook.)
synergy	The increased customer value achieved through performing organizational functions more efficiently. (See page(s) See page 243 in your textbook.)
usage rate	Quantity consumed or patronage—store visits—during a specific period; varies significantly among different customer groups. (See page(s) See page 247 in your textbook.)