market segmentation
Post on 19-Jan-2015
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How to Identify
Market
Segments
and Targets
Levels of Market
Segmentation Mass marketing Micromarketing
Segment marketing Niche marketing Local marketing Individual customer
marketing
Patterns of Market
SegmentationHomogeneous preferences
Diffused preferences
Clustered preferences
Market Segmentation
Procedure1. Needs-Based Segmentation
2. Segmentation Identification
3. Segment Attractivenss
4. Segment Profitability
5. Segment Positioning
6.Segment “Acid Test”
7.Marketing-Mix Strategy
Effective Segmentation Measurable Substantial Accessible Differentiable Actionable
Bases for Segmenting
Consumer Markets Geographic segmentation Demographic segmentation
Age and life-cycle stage Life stage Gender Income Generation Social class
Psychographic segmentation Lifestyle Personality Values
Behavioral segmentation Occasions - Benefits User status - Usage rate Loyalty status - Buyer-Readiness stage Attitude
Bases for Segmenting
Consumer Markets
Bases for Segmenting
Consumer Markets
Demographic Operating variables Purchasing approaches Situational factors Personal characteristics
Bases for Segmenting
Business Markets
Market Targeting Evaluating & Selecting the Market
Segments Single-Segment Concentration Selective Specialization Product Specialization Market Specialization Full Market Coverage
Undifferentiated marketing Differentiated marketing
Differentiated Marketing Product modification costs Manufacturing costs Administrative costs Inventory costs Promotion costs
Additional
Considerations Ethical choice of market targets Segment interrelationships and
supersegments Segment-by-segment invasion plans Intersegment cooperation
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