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Market segmentation
1.
How to Identify Market
Segments and Targets
2.
Levels of Market
Segmentation Mass marketing Micromarketing − Segment marketing − Niche marketing − Local marketing − Individual customer marketing
3.
Patterns of Market SegmentationHomogeneous
preferences Diffused preferences Clustered preferences
4.
Market Segmentation Procedure 1.
Needs-Based Segmentation 2. Segmentation Identification 3. Segment Attractivenss 4. Segment Profitability 5. Segment Positioning 6.Segment “Acid Test” 7.Marketing-Mix Strategy
5.
Effective Segmentation Measurable Substantial Accessible Differentiable Actionable
6.
Bases forSegmenting ConsumerMarkets Geographic segmentation Demographic
segmentation − Age and life-cycle stage − Life stage − Gender − Income − Generation − Social class
7.
Psychographic segmentation − Lifestyle −
Personality − Values Behavioral segmentation − Occasions - Benefits − User status - Usage rate − Loyalty status - Buyer-Readiness stage − Attitude Bases forSegmenting ConsumerMarkets Bases forSegmenting ConsumerMarkets
8.
Demographic Operating variables Purchasing approaches Situational
factors Personal characteristics Bases forSegmenting Business Markets
9.
Market Targeting Evaluating &
Selecting the Market Segments − Single-Segment Concentration − Selective Specialization − Product Specialization − Market Specialization − Full Market Coverage Undifferentiated marketing Differentiated marketing
10.
Differentiated Marketing − Product
modification costs − Manufacturing costs − Administrative costs − Inventory costs − Promotion costs
11.
Additional Considerations Ethical choice
of market targets Segment interrelationships and supersegments Segment-by-segment invasion plans Intersegment cooperation
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