Ch 8 Identifying Market Segments and Targets

1. TOP 10 Learning Concepts Ch 8: Identifying Market Segments and Targets Myrtle Frantilla March 31, 2011 http://myrtlefrantilla.blogspot.com/ 1

2. OutlineTop 10 Learning Concepts of Identifying Market Segments and Targets. http://myrtlefrantilla.blogspot.com/ 2 1. Four Levels of Micro Marketing 2. Steps in Segmentation Process 3. Effective Segmentation Criteria 4. Segmenting Consumer Markets 5. Segmenting Business Markets 6. Demographic Segmentation 7. Behavioral Segmentation 8. Loyalty Status 9. The Brand Funnel Illustrates variations in the Buyer-Readiness Stage 10. The Conversion Model http://myrtlefrantilla.blogspot.com/

3. Concept 1Four Levels of Micro Marketing http://myrtlefrantilla.blogspot.com/ 3 http://myrtlefrantilla.blogspot.com/

4. Concept 1Four Levels of Micro Marketing http://myrtlefrantilla.blogspot.com/ 4 Segments http://myrtlefrantilla.blogspot.com/

5. Concept 1Four Levels of Micro Marketing http://myrtlefrantilla.blogspot.com/ 5 Segments http://myrtlefrantilla.blogspot.com/

6. Concept 1Four Levels of Micro Marketing http://myrtlefrantilla.blogspot.com/ 6 Segments Niches http://myrtlefrantilla.blogspot.com/

7. Concept 1Four Levels of Micro Marketing http://myrtlefrantilla.blogspot.com/ 7 Segments Niches http://myrtlefrantilla.blogspot.com/

8. Concept 1Four Levels of Micro Marketing http://myrtlefrantilla.blogspot.com/ 8 Segments Niches Local Areas http://myrtlefrantilla.blogspot.com/

9. Concept 1Four Levels of Micro Marketing http://myrtlefrantilla.blogspot.com/ 9 Segments Niches Local Areas http://myrtlefrantilla.blogspot.com/

10. Concept 1Four Levels of Micro Marketing 10 Segments Niches Local Areas Individuals http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

11. Concept 1Four Levels of Micro Marketing 11 Segments Niches Local Areas Individuals http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

12. Concept 2Steps in Segmentation Process http://myrtlefrantilla.blogspot.com/ 12 http://myrtlefrantilla.blogspot.com/

13. Concept 2Steps in Segmentation Process http://myrtlefrantilla.blogspot.com/ 13 Needs-basedSegmentation http://myrtlefrantilla.blogspot.com/

14. Concept 2Steps in Segmentation Process http://myrtlefrantilla.blogspot.com/ 14 Needs-basedSegmentation http://myrtlefrantilla.blogspot.com/

15. Concept 2Steps in Segmentation Process Needs-basedSegmentation Segment Identification http://myrtlefrantilla.blogspot.com/ 15 http://myrtlefrantilla.blogspot.com/

16. Concept 2Steps in Segmentation Process Needs-basedSegmentation Segment Identification http://myrtlefrantilla.blogspot.com/ 16 http://myrtlefrantilla.blogspot.com/

17. Concept 2Steps in Segmentation Process Segment Identification http://myrtlefrantilla.blogspot.com/ 17 Needs-basedSegmentation Segment Attractiveness http://myrtlefrantilla.blogspot.com/

18. Concept 2Steps in Segmentation Process Segment Identification http://myrtlefrantilla.blogspot.com/ 18 Needs-basedSegmentation Segment Attractiveness http://myrtlefrantilla.blogspot.com/

19. Concept 2Steps in Segmentation Process Segment Identification http://myrtlefrantilla.blogspot.com/ 19 Needs-basedSegmentation Segment Attractiveness Segment Profitability http://myrtlefrantilla.blogspot.com/

20. Concept 2Steps in Segmentation Process Segment Identification http://myrtlefrantilla.blogspot.com/ 20 Needs-basedSegmentation Segment Attractiveness Segment Profitability http://myrtlefrantilla.blogspot.com/

21. Concept 2Steps in Segmentation Process Segment Identification 21 Needs-basedSegmentation Segment Attractiveness Segment Profitability Segment Positioning http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

22. Concept 2Steps in Segmentation Process Segment Identification 22 Needs-basedSegmentation Segment Attractiveness Segment Profitability Segment Positioning http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

23. Concept 2Steps in Segmentation Process 23 Needs-basedSegmentation Segment Identification Segment Attractiveness Segment Profitability Segment Positioning Segment Acid Test http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

24. Concept 2Steps in Segmentation Process 24 Needs-basedSegmentation Segment Identification Segment Attractiveness Segment Profitability Segment Positioning Segment Acid Test http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

25. Concept 2Steps in Segmentation Process 25 Needs-basedSegmentation Marketing Mix Strategy Segment Identification Segment Attractiveness Segment Profitability Segment Positioning Segment Acid Test http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

26. Concept 3 Effective Segmentation Criteria http://myrtlefrantilla.blogspot.com/ 26 http://myrtlefrantilla.blogspot.com/

27. http://myrtlefrantilla.blogspot.com/ 27 Concept 3 Effective Segmentation Criteria

28. 28 Concept 3 Effective Segmentation Criteria Measurable http://myrtlefrantilla.blogspot.com/

29. 29 Concept 3 Effective Segmentation Criteria Measurable http://myrtlefrantilla.blogspot.com/

30. 30 Concept 3 Effective Segmentation Criteria Measurable Substantial http://myrtlefrantilla.blogspot.com/

31. 31 Concept 3 Effective Segmentation Criteria Measurable Substantial http://myrtlefrantilla.blogspot.com/

32. 32 Concept 3 Effective Segmentation Criteria Measurable Substantial Accessible http://myrtlefrantilla.blogspot.com/

33. 33 Concept 3 Effective Segmentation Criteria Measurable Substantial Accessible http://myrtlefrantilla.blogspot.com/

34. 34 Concept 3 Effective Segmentation Criteria Measurable Substantial Accessible Differentiable http://myrtlefrantilla.blogspot.com/

35. 35 Concept 3 Effective Segmentation Criteria Measurable Substantial Accessible Differentiable http://myrtlefrantilla.blogspot.com/

36. 36 Concept 3 Effective Segmentation Criteria Measurable Substantial Accessible Differentiable Actionable http://myrtlefrantilla.blogspot.com/

37. 37 Concept 3 Effective Segmentation Criteria Measurable Substantial Accessible Differentiable Actionable http://myrtlefrantilla.blogspot.com/

38. Concept 4Segmenting Consumer Markets http://myrtlefrantilla.blogspot.com/ 38 http://myrtlefrantilla.blogspot.com/

39. 39 Concept 4Segmenting Consumer Markets Geographic http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

40. 40 Concept 4Segmenting Consumer Markets Geographic http://myrtlefrantilla.blogspot.com/

41. 41 Concept 4Segmenting Consumer Markets Geographic Demographic http://myrtlefrantilla.blogspot.com/

42. 42 Concept 4Segmenting Consumer Markets Geographic Demographic http://myrtlefrantilla.blogspot.com/

43. 43 Concept 4Segmenting Consumer Markets Geographic Demographic Psychographic http://myrtlefrantilla.blogspot.com/

44. 44 Concept 4Segmenting Consumer Markets Geographic Demographic Psychographic http://myrtlefrantilla.blogspot.com/

45. 45 Concept 4Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral http://myrtlefrantilla.blogspot.com/

46. 46 Concept 4Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral http://myrtlefrantilla.blogspot.com/

47. Concept 5Segmenting Business Markets http://myrtlefrantilla.blogspot.com/ 47 http://myrtlefrantilla.blogspot.com/

48. 48 Concept 5Segmenting Business Markets Demographic http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

49. 49 Concept 5Segmenting Business Markets Demographic http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

50. 50 Concept 5Segmenting Business Markets Demographic Operating Variable http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

51. 51 Concept 5Segmenting Business Markets Demographic Operating Variable http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

52. 52 Concept 5Segmenting Business Markets Demographic Operating Variable Purchasing Approaches http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

53. 53 Concept 5Segmenting Business Markets Demographic Operating Variable Purchasing Approaches http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

54. 54 Concept 5Segmenting Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

55. 55 Concept 5Segmenting Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

56. 56 Concept 5Segmenting Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characterstic http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

57. 57 Concept 5Segmenting Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characterstic http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

58. http://myrtlefrantilla.blogspot.com/ 58 Concept 6Demographic Segmentation http://myrtlefrantilla.blogspot.com/

59. 59 Concept 6Demographic Segmentation http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

60. 60 Concept 6Demographic Segmentation Age and Life Cycle http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

61. 61 Concept 6Demographic Segmentation Age and Life Cycle http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

62. 62 Concept 6Demographic Segmentation Age and Life Cycle Life Stage http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

63. 63 Concept 6Demographic Segmentation Age and Life Cycle Life Stage http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

64. 64 Concept 6Demographic Segmentation Age and Life Cycle Life Stage Gender http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

65. 65 Concept 6Demographic Segmentation Age and Life Cycle Life Stage Gender http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

66. 66 Concept 6Demographic Segmentation Age and Life Cycle Life Stage Gender Income http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

67. 67 Concept 6Demographic Segmentation Age and Life Cycle Life Stage Gender Income http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

68. 68 Concept 6Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

69. 69 Concept 6Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

70. 70 Concept 6Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation Social Class http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

71. 71 Concept 6Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation Social Class http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

72. Concept 7Behavioral Segmentation http://myrtlefrantilla.blogspot.com/ 72 http://myrtlefrantilla.blogspot.com/

73. Concept 7Behavioral Segmentation http://myrtlefrantilla.blogspot.com/ 73 Decision Roles http://myrtlefrantilla.blogspot.com/

74. Concept 7Behavioral Segmentation http://myrtlefrantilla.blogspot.com/ 74 Decision Roles Behavioral Variable http://myrtlefrantilla.blogspot.com/

77. Influencerhttp://myrtlefrantilla.blogspot.com/

79. Influencer

80. Deciderhttp://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

82. Influencer

83. Decider

84. Buyerhttp://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

86. Influencer

87. Decider

88. Buyer

89. Sellerhttp://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

91. Initiator

92. Influencer

93. Decider

94. Buyer

95. Sellerhttp://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

97. Initiator

98. Benefits

99. Influencer

100. Decider

101. Buyer

102. Sellerhttp://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

104. Initiator

105. Benefits

106. Influencer

107. User Status

108. Decider

109. Buyer

110. Sellerhttp://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

112. Initiator

113. Benefits

114. Influencer

115. User Status

116. Decider

117. User Rate

118. Buyer

119. Sellerhttp://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

121. Initiator

122. Benefits

123. Influencer

124. User Status

125. Decider

126. User Rate

127. Buyer

128. Buyer Readiness

129. Sellerhttp://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

131. Initiator

132. Benefits

133. Influencer

134. User Status

135. Decider

136. User Rate

137. Buyer

138. Buyer Readiness

139. Loyalty Status

140. Sellerhttp://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

142. Initiator

143. Benefits

144. Influencer

145. User Status

146. Decider

147. User Rate

148. Buyer

149. Buyer Readiness

150. Loyalty Status

151. Seller

152. Attitudehttp://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

153. Concept 8Loyalty Status http://myrtlefrantilla.blogspot.com/ 87 http://myrtlefrantilla.blogspot.com/

154. Concept 8Loyalty Status http://myrtlefrantilla.blogspot.com/ 88 http://myrtlefrantilla.blogspot.com/

155. Concept 8Loyalty Status http://myrtlefrantilla.blogspot.com/ 89 Hardcore http://myrtlefrantilla.blogspot.com/

156. Concept 8Loyalty Status http://myrtlefrantilla.blogspot.com/ 90 Hardcore Split Loyals http://myrtlefrantilla.blogspot.com/

157. Concept 8Loyalty Status 91 Hardcore Split Loyals Shifting Loyals http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

158. Concept 8Loyalty Status 92 Hardcore Split Loyals Shifting Loyals Switchers http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

159. Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage http://myrtlefrantilla.blogspot.com/ 93 http://myrtlefrantilla.blogspot.com/

160. Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage http://myrtlefrantilla.blogspot.com/ 94 1. Aware http://myrtlefrantilla.blogspot.com/

161. Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage http://myrtlefrantilla.blogspot.com/ 95 1. Aware 2. Ever tried http://myrtlefrantilla.blogspot.com/

162. Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage http://myrtlefrantilla.blogspot.com/ 96 1. Aware 2. Ever tried 3. Recent trial http://myrtlefrantilla.blogspot.com/

163. Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage 97 1. Aware 2. Ever tried 3. Recent trial 4. Occasional User http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

164. Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage 98 1. Aware 2. Ever tried 3. Recent trial 4. Occasional User 5. Regular User http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

165. Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage 99 1. Aware 2. Ever tried 3. Recent trial 4. Occasional User 5. Regular User 6. Most Often User http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

166. Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage 100 1. Aware 2. Ever tried 3. Recent trial 4. Occasional User 5. Regular User 6. Most Often User http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

167. Concept 10The Conversion Model http://myrtlefrantilla.blogspot.com/ 101 Users http://myrtlefrantilla.blogspot.com/

168. Concept 10The Conversion Model http://myrtlefrantilla.blogspot.com/ 102 Users http://myrtlefrantilla.blogspot.com/

169. Concept 10The Conversion Model http://myrtlefrantilla.blogspot.com/ 103 Users Convertible http://myrtlefrantilla.blogspot.com/

170. Concept 10The Conversion Model http://myrtlefrantilla.blogspot.com/ 104 Users Shallow Convertible http://myrtlefrantilla.blogspot.com/

171. Concept 10The Conversion Model 105 Users Average Shallow Convertible http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

172. Concept 10The Conversion Model 106 Users Average Shallow Convertible Entrenched http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

173. Concept 10The Conversion Model 107 Users Average Shallow Convertible Entrenched Non-Users http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

174. Concept 10The Conversion Model 108 Users Average Shallow Convertible Entrenched Non-Users http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

175. Concept 10The Conversion Model 109 Users Average Shallow Convertible Entrenched Non-Users Strongly Unavailable http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

176. Concept 10The Conversion Model 110 Users Average Shallow Convertible Entrenched Non-Users Strongly Unavailable Weakly Unavailable http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

177. Concept 10The Conversion Model 111 Users Average Shallow Convertible Entrenched Non-Users Strongly Unavailable Weakly Unavailable Ambivalent http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

178. Concept 10The Conversion Model 112 Users Average Shallow Convertible Entrenched Non-Users Strongly Unavailable Weakly Unavailable Ambivalent Available http://myrtlefrantilla.blogspot.com/ http://myrtlefrantilla.blogspot.com/

179. Summary 113 1. Four Levels of Micro Marketing 2. Steps in Segmentation Process 3. Effective Segmentation Criteria 4. Segmenting Consumer Markets 5. Segmenting Business Markets 6. Demographic Segmentation 7. Behavioral Segmentation 8. Loyalty Status 9. The Brand Funnel Illustrates variations in the Buyer-Readiness Stage 10. The Conversion Model http://myrtlefrantilla.blogspot.com/

180. TOP 10 Learning Concepts Ch 8: Identifying Market Segments and Targets Myrtle Frantilla March 31, 2011 http://myrtlefrantilla.blogspot.com/ 114