The document discusses market segmentation and targeting. It addresses the following questions: 1. The different levels of market segmentation are local areas, individuals, niches. 2. A company can divide a market into segments using geographic, demographic, psychographic, and behavioral factors. 3. To choose the most attractive target markets, a company considers demographic factors, operating variables, purchasing approaches, situational factors, and personal characteristics. 4. The requirements for effective segmentation are that the segments are measurable, accessible, substantial, differentiable, and actionable. Segments must respond differently to marketing programs.

1. Identifying Market Segments and Targets Marketing Management, 13 th ed 8

5. Four levels of Micromarketing Segments Local areas Individuals Niches

6. Four levels of Micromarketing Segments similar needs and wants

7. Basic Market Preference Segments Homogeneous preferences exist when consumers want the same things

8. Basic Market Preference Segments Diffused preferences exist when consumers want very different things

9. Basic Market Preference Segments Clustered preferences reveal natural segments from groups with shared preferences

10. Four levels of Micromarketing Segments similar needs and wants

12. Four levels of Micromarketing Segments Local areas Individuals Niches

13. Four levels of Micromarketing Niches sub-segments with a distinctive mix of benefits “ guerillas against gorillas”

14. Four levels of Micromarketing Segments Local areas Individuals Niches

15. Four levels of Micromarketing Local areas tailored to the needs and wants of local customer groups in trading areas, neighborhoods, individual stores

16. Four levels of Micromarketing Segments Local areas Individuals Niches

17. Four levels of Micromarketing Individuals segments of one (i.e., one-to-one marketing)

18. Customerization Combines operationally driven mass customization with customized marketing in a way that EMPOWERS CONSUMERS to design the product and service offering of their choice.

19. Examples of Market Customerization

20. Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral

21. Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation Social Class

22. Psychographic Segmentation: The VALS Segmentation System

24. Behavioral Segmentation Breakdown

25. Patterns of Target Market Selection 8-

26. Patterns of Target Market Selection 8-

27. Patterns of Target Market Selection 8-

28. Patterns of Target Market Selection 8-

29. Patterns of Target Market Selection 8-

30. Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics

33. Mature consumers are a rapidly growing market 8-

42. Maraming Salamat Po! 8- "Men are born to succeed, not fail.“ Henry David Thoreau