This document discusses strategic market segmentation. It covers identifying market segments through segmentation variables related to consumer and organizational needs, attitudes, and perceptions. Key aspects include forming segments based on response differences, ensuring stability over time, and evaluating the costs and benefits of segmentation. The document also references six global consumer segments and strategies for forming groups based on response differences to aid in segmentation.

1. Strategic Market Segmentation

2. Segmentation and Market-Driven Strategy 1. Market Segmentation and Value Opportunities 2. Creating New Market Space 3. Matching Value Opportunities and Capabilities 4. Market Targeting and Strategic Positioning 5. Selecting the Market to Be Segmented 6. Market Segmentation Activities and Decisions

3. Identifying Market Segments 1. Purpose of Segmentation Variables 2. Characteristics of People and Organizations : a. Consumer Markets b. Organizational Market

4. Consumers Need Identity Needs Emotive Needs Symbolism Social Values Product Feature Buyer Needs and PreferencesNeed and preferences that are specific to products and brands can be used as segmentation bases and segment descriptors Brand

5. Buyer Needs and Preferences - Customer needs Need motivate people to act. - Attitudes Attitudes are enduring system of favorable or unfavorable evaluations about brands. - Perceptions

6. Forming Segments *Response Differences * Actionable segments *Stability over time *Cost/ benefits of segmentation * Product diffrentiation& market segmentation

7. DATABSE S E G M E N T A T I O N

8. Six global consumers segments

9. Forming Groups Based on Response Differences

10. FinnerSegmentation Strategies