?2000 Prentice Hall
Objectives
? Identifying Market Segments
? Choosing Target Markets
?2000 Prentice Hall
Market-Segmentation
Procedure
?Survey
?Motivations
?Attitudes
?Behavior
?Analysis
?Factors
?Clusters
?Profiling
?2000 Prentice Hall
Bases for Segmenting
Consumer Markets
Occasions,Benefits,
Uses,or Attitudes
Behavioral
Geographic
Region,City or Metro
Size,Density,Climate
Demographic
Age,Gender,Family size
and Life cycle,Race,
Occupation,or Income,.,
Lifestyle or Personality
Psychographic
?2000 Prentice Hall
Bases for Segmenting
Business Markets
? Demographic
? Operating Variables
? Purchasing Approaches
? Situational Factors
? Personal Characteristics
?2000 Prentice Hall
Measurable
Accessible
Substantial
Differential
? Segments must be large or
profitable enough to serve,
? Segments can be
effectively reached and
served,
Actionable
? Size,purchasing power,
profiles of segments can
be measured,
? Segments must respond
differently to different
marketing mix elements &
actions,
? Must be able to attract and
serve the segments,
Effective Segmentation
?2000 Prentice Hall
Additional Segmentation
Criteria
? Ethical Choice of Market Targets
? Segment Interrelationships &
Supersegments
? Segment-by-Segment Invasion Plans
? Intersegment Cooperation