1. 1

2.  Marketing Basics
› Segmentation
› Targeting
› Positioning
 References.
2

3. 3

4.  Segment
 Target
 Position
* Required 4

5.  Segmentation
› Demographics segmentation
 Income, Population, Age, Gender
› Psychographic segmentation
 attitudes, Values, LifeStyle
* Required 5

6.  Segmentation Continue
› Behavior segmentation
 Whether they buy or not, use or not
 usage rates: heavy , medium , light , nonuser
 user status : potential, non user, ex-user,
regulars, first time, user of competitors
› Benefit segmentation
› Ethnic segmentation
 Hispanic , African American
* Required 6

7.  Target
› Current Segment Size and potential growth
› Potential Competition
› Feasibility and Compatibility
* Required 7

8.  Position
› Attribute or benefit
› Quality and Price
› Use or User
› Competition
* Required 8

9. 9

10.  Global Marketing 5th Edition
10