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Identify Marketing Segment and Target
1.
Identifying Market Segments and Targets Marketing
Management
2.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-2 Four levels of Micromarketing Segments Local areas Individuals Niches
3.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-3 Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral
4.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-4 Demographic Segmentation Age and Life Cycle Life Stage Gender Income Generation Social Class
5.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-5 Behavioral Segmentation Decision Roles • Initiator • Influencer • Decider • Buyer • User Behavioral Variables • Occasions • Benefits • User Status • Usage Rate • Buyer-Readiness • Loyalty Status • Attitude
6.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-6 The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage • Aware • Ever tried • Recent trial • Occasional user • Regular user • Most often used
7.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-7 Loyalty Status Switchers Shifting loyals Split loyals Hard-core
8.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-8 Figure 8.3 Behavioral Segmentation Breakdown
9.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-9 The Conversion Model Convertible Shallow Average Entrenched Strongly unavailable Ambivalent Available Weakly unavailable Users Nonusers
10.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-10 Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
11.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-11 Steps in Segmentation Process Needs-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Marketing-Mix Strategy
12.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-12 Effective Segmentation Criteria Measurable Substantial Accessible Differentiable Actionable
13.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-13 Figure 8.4 Patterns of Target Market Selection
14.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-14 Figure 8.4 Patterns of Target Market Selection
15.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-15 Figure 8.4 Patterns of Target Market Selection
16.
Copyright © 2009
Dorling Kindersley (India) Pvt. Ltd. 8-16 Figure 8.5 Segment-by-Segment Invasion Plan
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