identify marketing segment and target
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Identify Marketing Segment and TargetTRANSCRIPT
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Identifying
Market Segments
and Targets
Marketing Management
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Four levels of Micromarketing
Segments
Local areas Individuals
Niches
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Segmenting Consumer Markets
Geographic
Demographic
Psychographic
Behavioral
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Demographic Segmentation
Age and Life Cycle
Life Stage
Gender
Income
Generation
Social Class
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Behavioral Segmentation
Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• User
Behavioral Variables
• Occasions
• Benefits
• User Status
• Usage Rate
• Buyer-Readiness
• Loyalty Status
• Attitude
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The Brand Funnel Illustrates
Variations in the
Buyer-Readiness Stage
• Aware
• Ever tried
• Recent trial
• Occasional user
• Regular user
• Most often used
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Loyalty Status
Switchers
Shifting loyals
Split loyals
Hard-core
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Figure 8.3 Behavioral
Segmentation Breakdown
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The Conversion Model
Convertible Shallow Average Entrenched
Strongly
unavailableAmbivalent Available
Weakly
unavailable
Users Nonusers
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Segmenting for Business Markets
Demographic
Operating Variable
Purchasing Approaches
Situational Factors
Personal
Characteristics
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Steps in Segmentation Process
Needs-based segmentation
Segment identification
Segment attractiveness
Segment profitability
Segment positioning
Segment acid test
Marketing-Mix
Strategy
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Effective Segmentation Criteria
Measurable
Substantial
Accessible
Differentiable
Actionable
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Figure 8.4 Patterns of
Target Market Selection
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Figure 8.4 Patterns of
Target Market Selection
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Figure 8.4 Patterns of
Target Market Selection
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Figure 8.5 Segment-by-Segment
Invasion Plan