target marketing copyright © 2012 pearson education, inc. publishing as prentice hall 7
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segmentation by age
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallDEMOGRAPHICS
segmentation by gender
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Other relevant Demographics
INCOME
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
SOCIAL CLASS
RACE/ETHNICITY
PLACE OF RESIDENCE
segmentation by Psychographicssegmentation by Psychographics
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Evaluating segments
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Usable segments are...
Segmentation strategies
MARKETING MIXAll buyers in
1 segment
Undifferentiated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Segment 1
MARKETING MIX 3
MARKETING MIX 1
MARKETING MIX 2
MARKETING MIX 4
Segment 2
Segment 3
Segment 4
Differentiated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
MARKETING MIX Segment 1
Concentrated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Stages in Positioning
ANALYZE COMPETITORS
OFFER COMPETITIVE ADVANTAGE
MATCH MIX TO THE TARGET
EVALUATE TARGET’S RESPONSE
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Customer Relationship Management
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
One-to-One Marketing
KNOW YOUR CUSTOMERS
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
DIFFERENTIATE YOUR CUSTOMERS
IMPROVE CUSTOMER INTERACTIONS
CUSTOMIZE THE PRODUCT TO THE CUSTOMER
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
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