The document discusses various levels and approaches for market segmentation including mass marketing, micro marketing, segments, niches, and individual marketing. It describes different bases for segmenting consumer and business markets such as geographic, demographic, psychographic, and behavioral factors. These include variables like age, gender, income, lifestyle, usage occasions, benefits, and attitudes. The document also outlines criteria for effective segmentation, methods for evaluating segments, and considerations for selecting target markets.

1. Identifying Market segments and Targets. Presented to : Sir Naseer-UL-Haq

2. Levels of market segmentation Mass marketing Micro marketing: Segments Niches Local areas Individuals

3. Segments Flexible market offering: Naked solution Discretionary options Preference segments: Homogenous preferences Diffused preferences Clustered preferences

4. Niches Local marketing Individual marketing\one-one marketing

5. Bases for segmenting consumer markets On the bases of descriptive characteristics: Geographic Demographic Psychographic On the bases of behavioral considerations : Benefits Brands Use occasions Quality or price preferrences

6. Geographic segmentation

7. Demographic segmentation Age and life cycle stage Gender Income Generation Social class Family size Nationality Occupation Education Race

8. Psychographic segmentation Personality traits: Energy Self confidence Intellectualism Novelty Innovativeness Impulsiveness Leadership vanity Lifestyle Values

9. Continued.. Consumers motivated by ideals: Guided by knowledge and principal Consumers motivated by achievements: Look for product and services Consumer motivated by self expression: Desire social or physical activity, variety, risk etc.

10. Continued.. Consumers with Higher resources : Innovators Thinker Achievers Experiences Consumer with lower resource: Believers Strivers Makers Survivors

11. Behavioral segmentation Variables are: Occasions Benefits User status Usage rate Buyer-readiness stage Loyalty status Attitude Conversion model..

12. Conversion model Users: Convertible Shallow Average entrenched Non users: Strongly unavailable Weekly unavailable Ambivalent Available

13. Bases for segmenting business markets Demographic Operating variable Purchasing approaches Situational factors Personal characteristics

14. Effective segmentation criteria Measurable Accessible Differentiable Actionable

15. Evaluating and selecting the market segments Single-segment concentration Selective specialization Product specialization Market specialization Full market coverage

16. Additional considerations Segment-by segment invasion plans Ethical choice of market targets

17. Thank you.. Any Questions ?????