Identifying Market Segments and Targets

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The document discusses market segmentation and targeting in both consumer markets and medical applications. It provides examples of market segmentation at 4 levels for both local consumer brands and medical services/products. These include examples like McDonald's, Dove, Ayala Land housing projects, Belo products, vaccines, and diagnostic tests. The document also mentions 3 bases for segmenting consumer markets, including loyalty status and the conversion model.

Health & Medicine Business

Ma. Victoria Carmela B. de la Paz Ateneo School of Medicine and Public Health

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Identifying Market Segments and Targets Effective Targeting Requires Four levels of Micromarketing What is a Market Segment? Flexible Marketing Offerings Preference Segments Segmenting Consumer Markets Behavioral Segmentation The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage Loyalty Status Segmenting for Business Markets Steps in Segmentation Process Effective Segmentation Criteria

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