Identify Marketing Segment and Target

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Identify Marketing Segment and Target

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Identify Marketing Segment and Target

  1. 1. Identifying Market Segments and Targets Marketing Management
  2. 2. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-2 Four levels of Micromarketing Segments Local areas Individuals Niches
  3. 3. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-3 Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral
  4. 4. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-4 Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation Social Class
  5. 5. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-5 Behavioral Segmentation Decision Roles • Initiator • Influencer • Decider • Buyer • User Behavioral Variables • Occasions • Benefits • User Status • Usage Rate • Buyer-Readiness • Loyalty Status • Attitude
  6. 6. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-6 The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage • Aware • Ever tried • Recent trial • Occasional user • Regular user • Most often used
  7. 7. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-7 Loyalty Status Switchers Shifting loyals Split loyals Hard-core
  8. 8. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-8 Figure 8.3 Behavioral Segmentation Breakdown
  9. 9. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-9 The Conversion Model Convertible Shallow Average Entrenched Strongly unavailable Ambivalent Available Weakly unavailable Users Nonusers
  10. 10. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-10 Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
  11. 11. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-11 Steps in Segmentation Process Needs-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Marketing-Mix Strategy
  12. 12. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-12 Effective Segmentation Criteria Measurable Substantial Accessible Differentiable Actionable
  13. 13. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-13 Figure 8.4 Patterns of Target Market Selection
  14. 14. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-14 Figure 8.4 Patterns of Target Market Selection
  15. 15. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-15 Figure 8.4 Patterns of Target Market Selection
  16. 16. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-16 Figure 8.5 Segment-by-Segment Invasion Plan

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