Chapter 8 identifying market segments and targets
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  • 1. Patrick James F. ReynosoMay 10, 2013
  • 2. I. Demographic Segmentation (gender)II. Demographic Segmentation (income)III. Demographic Segmentation (age)IV. Demographic Segmentation (life stage)V. Conversion modelVI. Loyalty StatusVII. Remember this!
  • 3. Age and Life CycleLife StageGenderIncomeGenerationSocial Class
  • 4. Age and Life CycleLife StageGenderIncomeGenerationSocial Class
  • 5. Age and Life CycleLife StageGenderIncomeGenerationSocial Class
  • 6. Age and Life CycleLife StageGenderIncomeGenerationSocial Class
  • 7. tool for analysing customer commitmentand loyaltyidentifies which of your customers arecommitted to your brand service which arelikely to defect and what the futuredirection for the brand will be
  • 8. the degree of loyalty a consumer displaystoward a particular branddeeply held commitment to re-buy or re-patronize a preferred product or service inthe future
  • 9. SwitchersShifting loyalsSplit loyalsHard-core
  • 10. Hard CoreSplit LoyalsShifting LoyalsSwitchers