Chapter 8 identifying market segments and targets

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Chapter 8 identifying market segments and targets

  1. 1. Patrick James F. ReynosoMay 10, 2013
  2. 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. 3. Age and Life CycleLife StageGenderIncomeGenerationSocial Class
  4. 4. Age and Life CycleLife StageGenderIncomeGenerationSocial Class
  5. 5. Age and Life CycleLife StageGenderIncomeGenerationSocial Class
  6. 6. Age and Life CycleLife StageGenderIncomeGenerationSocial Class
  7. 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. 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. 9. SwitchersShifting loyalsSplit loyalsHard-core
  10. 10. Hard CoreSplit LoyalsShifting LoyalsSwitchers

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