ATENEO GRADUATE SCHOOL           OF BUSINESSCHAPTER 8: Identifying MarketSegments and Targets                             ...
CHAPTER 8: Identifying Market Segmentsand TargetsElaine’s work for group presentation
OBJECTIVES Understand the different level of market  segmentation Have an overview on how can a company divide a  market...
WHAT IS MARKETING?   CREATE            COMMUNICATE           DELIVER VALUESATISFY CUSTOMER’S    NEEDS & WANTS     BEAT THE...
WHAT IS MASS MARKETING?One flavor of pizza originally   created for everyone          Mass produced to sell to all buyers ...
LEVELS OF MICROMARKETING    Defining your market       PIZZA = WHOLE MARKET
LEVELS OF MICROMARKETINGThe market is divided into segments    Each flavor of pizza is a segment
LEVELS OF MICROMARKETINGThe market is divided into segments    Each flavor of pizza is a segment
LEVELS OF MICROMARKETING  NICHE is identified by dividing the     segments into subgroups                                 ...
LEVELS OF MICROMARKETINGUltimate level of segmentation leads to  Individual or customized marketing
LEVELS OF MICROMARKETINGTailored to the needs and wants of local             customer group   Muslim Community            ...
BASES FOR SEGMENTING CUSTOMER MARKETS   Geographic                              Location                                 ...
5 KEY CRITERIA FOR MARKET        SEGMENTS                       Measurable Differentiable                                 ...
CHOOSING THE MOST ATTRACTIVE             MARKET   Segment evaluation should be reviewed considering two factors Company’s ...
TISSUE DRAWINGDefining the market opportunityGap in meeting customerneeds and wants can be relayed as the market     oppor...
TISSUE DRAWING                                             Determine the total market sizeGap in meeting customer needs an...
TISSUE DRAWING                                             Divide the market into segmentsGap in meeting customer needs an...
TISSUE DRAWING                                                             Identify your Target NicheGap in meeting custom...
TISSUE DRAWING                                                                               Localized Market             ...
TISSUE DRAWING                                                                                       Individual Marketing ...
TISSUE DRAWING                                                              Find your Niche      Local Marketing   Customi...
TISSUE DRAWING                                                             Find your Niche    Local Marketing   Customized...
TISSUE DRAWING                                                             Find your Niche   Local Marketing   CustomizedG...
TISSUE DRAWING                                                             Find your Niche   Local Marketing   CustomizedG...
TISSUE DRAWING                                                             Find your Niche   Local Marketing   CustomizedG...
Presentation on Chapter 8:     Identifying Market Segments and     Targets     Submitted by: Elainrose Esberto            ...
Presentation on Chapter 8:Identifying Market Segments andTargetsSubmitted by: Elainrose Esberto               May 4, 2012
ATENEO GRADUATE SCHOOL OF BUSINESSCHAPTER 8:IDENTIFYINGMARKET SEGMENTSAND TARGETSSubmitted by:Volteire R. CaballeroMBA-Sta...
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS          SEGMENTING CONSUMER MARKETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS          SEGMENTING CONSUMER MARKETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS          SEGMENTING CONSUMER MARKETS
CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS          SEGMENTING CONSUMER MARKETS
IDENTIFYING MARKETSEGMENTS AND TARGETS Chapter 8 Daiki “Derek” Shimizu May 4, 2012
OUTLINE:EMBRACE TARGET MARKETING1. Market segmentation (Chapter 8)2. Market targeting    (Chapter 8)3. Market positioning ...
Outline: Market Segments and     Targets1.   Levels of Market Segmentation2.   Four levels of Micromarketing3.   Segmentat...
CONCEPT 1SEGMENTATION INCLUDES MASS MARKETING                   Coke
MASS MARKETING CAN CREATE THE LARGESTPOTENTIAL MARKET BUT…              Proliferation
CONCEPT 2          FOUR LEVELS OF MICROMARKETINGSegment                >     Niche                              >     Loca...
Concept 3       Segmentation Segmenting Consumer Markets are        Consumer characteristics1. Geographic      2.Demograph...
Concept 3       Segmentation Segmenting Consumer Markets are        Consumer characteristics                Consumer respo...
GEOGRAPHIC SEGMENTATION CAN DIVIDE THEMARKET BASED ON•   Nations• States•   Regions• Counties•   Cities• Neighborhoods
DEMOGRAPHIC SEGMENTATION DIVIDES THE MARKET BASED ON1. Age and Life Cycle   2. Life Stage     3. Gender  4. Income        ...
PSYCHOGRAPHIC SEGMENTATION DIVIDESTHE MARKET BASED ON
BEHAVIORAL SEGMENTATION DIVIDES THEMARKET BASED ON 1. Decision Roles •   Initiator • Influencer •   Decider • Buyer •   User
BEHAVIORAL SEGMENTATION DIVIDES THEMARKET BASED ON 2. Behavioral Variables •Occasions •Benefits •User Status •Usage Rate •...
Concept 4       SEGMENTING FOR BUSINESS       MARKETS1. Demographic             2. Operating Variable   3. Purchasing     ...
Questions to decided which to         serve in Demographic1.   Industry: Which industries?2. Company size: what size   com...
Questions to decided which to        serve in Operating Variables1. Technology: What customer   technologies?2.   User or ...
Questions to decided which to        serve in Purchasing Approaches1. Purchasing-function organization:   centralized?2. P...
Questions to decided which to      serve in Situational Factors1. Urgency: quick and sudden?2. Specific application: focus...
Questions to decided which to      serve in Personal Characteristics1. Buyer-seller similarity: people and   values are si...
CONCEPT 5   SEGMENTATION PROCESSNeeds-Based Market Segmentation Approach:1. Needs-Based Segmentation2. Segment Identificat...
Concept 6  Market segments must rate on five  key criteria:1. Measurable        2. Substantial           3. Accessible   U...
Concept 7:     Evaluating and Selecting the     Market Segments  Single-segment          Selective            Product  Con...
Summary                                                          Consumer                     Consumer characteristics    ...
IDENTIFYING MARKETSEGMENTS AND TARGETS Chapter 8 Daiki “Derek” Shimizu May 4, 2012
ATENEO GRADUATE SCHOOL           OF BUSINESSCHAPTER 8: Identifying MarketSegments and Targets                            S...
FOUR LEVELS OF MARKETING          Segments         Niches          Local Areas      Individuals
SEGMENTING CONSUMER MARKETS   Geographic   Demographic   Psychographic   Behavioral
DEMOGRAPHIC SEGMENTATION   Age and Life Cycle   Life Stage   Gender   Income   Generation   Social Class
BEHAVIORAL SEGMENTATION   Decision Roles       Initiator       Influencer       Decider       Buyer       User
BEHAVIORAL SEGMENTATION    Occasions                           Benefits                           User Status             ...
THE BRAND FUNNEL   Aware   Ever Tried   Recent Trial   Occasional User   Regular User   Most Often Used
LOYALTY STATUS            Hardcore           Split Loyals         Shifting Loyals           Switchers
SEGMENTING FOR BUSINESSMARKETS   Demographic   Operating Variable   Purchasing Approaches   Situational Factors   Per...
STEPS IN SEGMENTATION PROCESS   Needs based segmentation   Segment identification   Segment Attractiveness   Segment P...
EFFECTIVE SEGMENTATION CRITERIA                           Measurable     Differentiable                                   ...
TISSUE DRAWING       4 BUILDINGS     Local Areas   Niches   Individuals   Segments
TISSUE DRAWING                                                     With 4 floors each       4 BUILDINGS                   ...
TISSUE DRAWING                                                     With 4 floors each       4 BUILDINGS                   ...
TISSUE DRAWING                                                                            With 4 floors each              ...
TISSUE DRAWING                                                       Aware                                                ...
TISSUE DRAWING                                                           Aware                                            ...
TISSUE DRAWING                                                           Aware                                            ...
TISSUE DRAWING                                                           Aware                                            ...
TISSUE DRAWING                                                           Aware                                            ...
SUMMARY Marketing has four levels Market Segmenting includes geographic,  demographic, psychographic and behavioral  con...
Presentation on Chapter 8:     Identifying Market Segments and     Targets     Submitted by: Noel Paningbatan             ...
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Markma chapter 8 edited

  1. 1. ATENEO GRADUATE SCHOOL OF BUSINESSCHAPTER 8: Identifying MarketSegments and Targets Submitted by: Caballero, Volteire Elainrose Esberto Noel Paningbatan Daiki Shimizu May 4, 2012
  2. 2. CHAPTER 8: Identifying Market Segmentsand TargetsElaine’s work for group presentation
  3. 3. OBJECTIVES Understand the different level of market segmentation Have an overview on how can a company divide a market into segment Have an understanding on how should a company choose the most attractive target markets Have an awareness on the requirements for an effective segmentation
  4. 4. WHAT IS MARKETING? CREATE COMMUNICATE DELIVER VALUESATISFY CUSTOMER’S NEEDS & WANTS BEAT THE COMPETITORS GAIN PROFIT
  5. 5. WHAT IS MASS MARKETING?One flavor of pizza originally created for everyone Mass produced to sell to all buyers Creates higher cost Results to lower profit
  6. 6. LEVELS OF MICROMARKETING Defining your market PIZZA = WHOLE MARKET
  7. 7. LEVELS OF MICROMARKETINGThe market is divided into segments Each flavor of pizza is a segment
  8. 8. LEVELS OF MICROMARKETINGThe market is divided into segments Each flavor of pizza is a segment
  9. 9. LEVELS OF MICROMARKETING NICHE is identified by dividing the segments into subgroups NICHE
  10. 10. LEVELS OF MICROMARKETINGUltimate level of segmentation leads to Individual or customized marketing
  11. 11. LEVELS OF MICROMARKETINGTailored to the needs and wants of local customer group Muslim Community Halal Pizza Local Marketing – Halal Pizza for our Muslim brothers / sisters
  12. 12. BASES FOR SEGMENTING CUSTOMER MARKETS Geographic Location Age & Life Cycle Life Stage Gender Demographic Income Generation Social Class Gender Personality Psychographic Trait Life Style Values Life Style Occasions Benefits Behavioral User Status Usage Rate Buyer-Readiness Divorce Loyalty Status Attitude
  13. 13. 5 KEY CRITERIA FOR MARKET SEGMENTS Measurable Differentiable Substantial Actionable Accessible
  14. 14. CHOOSING THE MOST ATTRACTIVE MARKET Segment evaluation should be reviewed considering two factors Company’s Objective and Resources OverallAttractiveness of the Segment Weighing in both factors would help us create wiser decision for the company.
  15. 15. TISSUE DRAWINGDefining the market opportunityGap in meeting customerneeds and wants can be relayed as the market opportunities
  16. 16. TISSUE DRAWING Determine the total market sizeGap in meeting customer needs and wantscan be relayed as the market opportunities Pizza signify the market
  17. 17. TISSUE DRAWING Divide the market into segmentsGap in meeting customer needs and wantscan be relayed as the market opportunities Each portion / division signifies the segment
  18. 18. TISSUE DRAWING Identify your Target NicheGap in meeting customer needs Pizza signify the marketand wants can be relayed as the market opportunities The certain portion is the Niche
  19. 19. TISSUE DRAWING Localized Market Find your NicheGap in meeting customer needs Pizza signify the marketand wants can be relayed as the Per Group Divide into segment market opportunities
  20. 20. TISSUE DRAWING Individual Marketing Find your Niche Local MarketingGap in meeting customer needs Pizza signify the marketand wants can be relayed as the Divide into segment Customized market opportunities
  21. 21. TISSUE DRAWING Find your Niche Local Marketing CustomizedGap in meeting customer needs Pizza signify the marketand wants can be relayed as the Divide into segment market opportunities Bases for Segmenting Geographic Psychological Demographic Behavioral
  22. 22. TISSUE DRAWING Find your Niche Local Marketing CustomizedGap in meeting customer needs Pizza signify the marketand wants can be relayed as the Divide into segment market opportunities Basis Criteria in Segmentation Substantial Differentiable Actionable Accessible Measurable
  23. 23. TISSUE DRAWING Find your Niche Local Marketing CustomizedGap in meeting customer needs Pizza signify the marketand wants can be relayed as the market opportunities Divide into segment Criteria Basis
  24. 24. TISSUE DRAWING Find your Niche Local Marketing CustomizedGap in meeting customer needs Pizza signify the marketand wants can be relayed as the market opportunities Divide into segment Criteria Basis WEIGH IN THE FACTORS TO ENSURE EFFECTIVE SEGMENTATION
  25. 25. TISSUE DRAWING Find your Niche Local Marketing CustomizedGap in meeting customer needs Pizza signify the marketand wants can be relayed as the market opportunities Divide into segment Criteria Basis
  26. 26. Presentation on Chapter 8: Identifying Market Segments and Targets Submitted by: Elainrose Esberto May 4, 2012ATENEO GRADUATE SCHOOL OF BUSINESS
  27. 27. Presentation on Chapter 8:Identifying Market Segments andTargetsSubmitted by: Elainrose Esberto May 4, 2012
  28. 28. ATENEO GRADUATE SCHOOL OF BUSINESSCHAPTER 8:IDENTIFYINGMARKET SEGMENTSAND TARGETSSubmitted by:Volteire R. CaballeroMBA-StandardMay 03, 2011
  29. 29. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  30. 30. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  31. 31. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  32. 32. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  33. 33. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  34. 34. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  35. 35. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  36. 36. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  37. 37. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  38. 38. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  39. 39. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  40. 40. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  41. 41. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  42. 42. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  43. 43. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  44. 44. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  45. 45. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  46. 46. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS SEGMENTING CONSUMER MARKETS
  47. 47. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS SEGMENTING CONSUMER MARKETS
  48. 48. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS SEGMENTING CONSUMER MARKETS
  49. 49. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS SEGMENTING CONSUMER MARKETS
  50. 50. IDENTIFYING MARKETSEGMENTS AND TARGETS Chapter 8 Daiki “Derek” Shimizu May 4, 2012
  51. 51. OUTLINE:EMBRACE TARGET MARKETING1. Market segmentation (Chapter 8)2. Market targeting (Chapter 8)3. Market positioning (Chapter 10)
  52. 52. Outline: Market Segments and Targets1. Levels of Market Segmentation2. Four levels of Micromarketing3. Segmentation4. Segmenting for Business Markets5. Segmentation Process6. Five key criteria in Market segments7. Evaluating and Selecting the Market Segments
  53. 53. CONCEPT 1SEGMENTATION INCLUDES MASS MARKETING Coke
  54. 54. MASS MARKETING CAN CREATE THE LARGESTPOTENTIAL MARKET BUT… Proliferation
  55. 55. CONCEPT 2 FOUR LEVELS OF MICROMARKETINGSegment > Niche > Local > Individual
  56. 56. Concept 3 Segmentation Segmenting Consumer Markets are Consumer characteristics1. Geographic 2.Demographic 3.Psychographic
  57. 57. Concept 3 Segmentation Segmenting Consumer Markets are Consumer characteristics Consumer responses1. Geographic 2.Demographic 3.Psychographic 4.Behavioral
  58. 58. GEOGRAPHIC SEGMENTATION CAN DIVIDE THEMARKET BASED ON• Nations• States• Regions• Counties• Cities• Neighborhoods
  59. 59. DEMOGRAPHIC SEGMENTATION DIVIDES THE MARKET BASED ON1. Age and Life Cycle 2. Life Stage 3. Gender 4. Income 5. Generation 6. Social Class
  60. 60. PSYCHOGRAPHIC SEGMENTATION DIVIDESTHE MARKET BASED ON
  61. 61. BEHAVIORAL SEGMENTATION DIVIDES THEMARKET BASED ON 1. Decision Roles • Initiator • Influencer • Decider • Buyer • User
  62. 62. BEHAVIORAL SEGMENTATION DIVIDES THEMARKET BASED ON 2. Behavioral Variables •Occasions •Benefits •User Status •Usage Rate •Buyer-Readiness •Loyalty Status •Attitude
  63. 63. Concept 4 SEGMENTING FOR BUSINESS MARKETS1. Demographic 2. Operating Variable 3. Purchasing Approaches 4. Situational Factors 5. Personal Characteristics
  64. 64. Questions to decided which to serve in Demographic1. Industry: Which industries?2. Company size: what size companies?3. Location: What geographical areas? Demographic
  65. 65. Questions to decided which to serve in Operating Variables1. Technology: What customer technologies?2. User or nonuser status: Which users? Heavy users?3. Customer capabilities: Should we serve many of few services? Operating Variables
  66. 66. Questions to decided which to serve in Purchasing Approaches1. Purchasing-function organization: centralized?2. Power structure: engineering3. dominated? Financially dominated?4. Nature of existing relationship: strong?5. General purchasing policies: lease? Service contract? Operating Variables6. Purchasing criteria: quality? Service?
  67. 67. Questions to decided which to serve in Situational Factors1. Urgency: quick and sudden?2. Specific application: focus on certain application? Or all?3. Size or order: large or small orders? Situational Factors
  68. 68. Questions to decided which to serve in Personal Characteristics1. Buyer-seller similarity: people and values are similar?2. Attitude toward risk: risk-taking or risk-avoiding customers?3. Loyalty: high loyalty to their suppliers? Personal Characteristics
  69. 69. CONCEPT 5 SEGMENTATION PROCESSNeeds-Based Market Segmentation Approach:1. Needs-Based Segmentation2. Segment Identification3. Segment Attractiveness4. Segment Profitability5. Segment Positioning6. Segment “Acid Test”7. Marketing – Mix Strategy
  70. 70. Concept 6 Market segments must rate on five key criteria:1. Measurable 2. Substantial 3. Accessible UV 4. Differentiable 5. Actionable
  71. 71. Concept 7: Evaluating and Selecting the Market Segments Single-segment Selective Product Concentration Specialization SpecializationMarket Specialization Full Market Coverage
  72. 72. Summary Consumer Consumer characteristics responses Individual Geographic Demographic Psychographi Local c BehavioralSegment Niche Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
  73. 73. IDENTIFYING MARKETSEGMENTS AND TARGETS Chapter 8 Daiki “Derek” Shimizu May 4, 2012
  74. 74. ATENEO GRADUATE SCHOOL OF BUSINESSCHAPTER 8: Identifying MarketSegments and Targets Submitted by: Noel F. Paningbatan May 4, 2012
  75. 75. FOUR LEVELS OF MARKETING Segments Niches Local Areas Individuals
  76. 76. SEGMENTING CONSUMER MARKETS Geographic Demographic Psychographic Behavioral
  77. 77. DEMOGRAPHIC SEGMENTATION Age and Life Cycle Life Stage Gender Income Generation Social Class
  78. 78. BEHAVIORAL SEGMENTATION Decision Roles  Initiator  Influencer  Decider  Buyer  User
  79. 79. BEHAVIORAL SEGMENTATION Occasions Benefits User Status Usage Rate Behavioral Variables Buyer-Readiness Loyalty Status Attitude  Occasions  Benefits  User Status  Usage Rate  Buyer-Readiness  Loyalty Status  Attitude
  80. 80. THE BRAND FUNNEL Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used
  81. 81. LOYALTY STATUS Hardcore Split Loyals Shifting Loyals Switchers
  82. 82. SEGMENTING FOR BUSINESSMARKETS Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
  83. 83. STEPS IN SEGMENTATION PROCESS Needs based segmentation Segment identification Segment Attractiveness Segment Profitability Segment Positioning Segment Acid Test
  84. 84. EFFECTIVE SEGMENTATION CRITERIA Measurable Differentiable Substantial Actionable Accessible
  85. 85. TISSUE DRAWING 4 BUILDINGS Local Areas Niches Individuals Segments
  86. 86. TISSUE DRAWING With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral Local Areas Niches Individuals Segments
  87. 87. TISSUE DRAWING With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation 6. Social Class With 6 type of rooms per floor
  88. 88. TISSUE DRAWING With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation Behavioral Variables 6. Social Class With 6 type of rooms per floorDecision Roles 2 different buyers
  89. 89. TISSUE DRAWING Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used Funnel rain catcher With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation Behavioral Variables 6. Social Class With 6 type of rooms per floorDecision Roles 2 different buyers
  90. 90. TISSUE DRAWING Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used Funnel rain catcher With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation Behavioral Variables 6. Social Class With 6 type of rooms per floor LoyaltyDecision Roles Hardcore Split Loyals Shifting Loyals Switchers 2 different buyers
  91. 91. TISSUE DRAWING Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used Funnel rain catcher With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation Behavioral Variables 6. Social Class With 6 type of rooms per floor LoyaltyDecision Roles Hardcore Split Loyals Demographic Shifting Loyals Operating Variable Switchers Purchasing Approaches Situational Factors Personal Characteristics 2 different buyers Corporate Customer
  92. 92. TISSUE DRAWING Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used Punch list before accepting buildings Funnel rain catcher With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:BehavioralNeeds based segmentationSegment identificationSegment AttractivenessSegment ProfitabilitySegment PositioningSegment Acid Test 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation Behavioral Variables 6. Social Class With 6 type of rooms per floor Loyalty Decision Roles Hardcore Split Loyals Demographic Shifting Loyals Operating Variable Switchers Purchasing Approaches Situational Factors Personal Characteristics 2 different buyers Corporate Customer
  93. 93. TISSUE DRAWING Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used Punch list before accepting buildings With 4 floors each Funnel rain catcher 1st: Geographic 2nd: Demographic 3rd: Psychographic 4 BUILDINGS 4th:Behavioral 1. Age and Life CycleNeeds based segmentation 2. Life StageSegment identification 3. GenderSegment AttractivenessSegment Profitability 4. IncomeSegment Positioning 5. GenerationSegment Acid Test 6. Social Class Local Areas Niches Individuals Segments With 6 type of rooms per floor Behavioral Variables Differentiable Measurable Loyalty Substantial Accessible Decision Roles Hardcore Actionable Split Loyals Demographic Shifting Loyals Operating Variable Switchers Purchasing Approaches Situational Factors Giving of keys upon Personal Characteristics purchase and turnover 2 different buyers Corporate Customer
  94. 94. SUMMARY Marketing has four levels Market Segmenting includes geographic, demographic, psychographic and behavioral considerations Consider the decision roles and behavioral variables of the customer Determine what sort of customer you have (Loyalty) Effective Segmentation Criteria is differentiable, measurable, actionable, substantial and accessible
  95. 95. Presentation on Chapter 8: Identifying Market Segments and Targets Submitted by: Noel Paningbatan May 4, 2012ATENEO GRADUATE SCHOOL OF BUSINESS

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