Chapter 8 Visual: Market Segments & Targets
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Transcript of Chapter 8 Visual: Market Segments & Targets
![Page 1: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/1.jpg)
IDENTIFYING MARKET SEGMENTS and TARGETS
Elaine R. BudayAteneo Graduate School of Business
08 December 2009
Top 10 Concepts
VISUAL Edition
![Page 2: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/2.jpg)
Outline: All markets have…
1.Different levels of market segmentation (what?)
2.Segments (how to divide?)3.Most attractive target markets (how to
choose?)4.Requirements for effective segmentation
(what?)
![Page 3: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/3.jpg)
Outline: Markets have…
1.Activities for target marketing (what?)2.Mass marketing (why?)3.Micromarketing at 1 of 4 levels (how?)4.Segments (bases?)5.Segmentation variables (what)
![Page 4: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/4.jpg)
Outline: Markets have…
1.Segmentation process (steps?)2.Usefulness (how?)3.Most attractive target markets (how to
choose?)4.Requirements for effective segmentation
(what?) 5.Additional considerations (what?)
![Page 5: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/5.jpg)
Identifying Market Segment and Targets
![Page 6: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/6.jpg)
S.T.P. = Segments...
![Page 7: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/7.jpg)
S.T.P. = Segments... Targets...
![Page 8: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/8.jpg)
S.T.P. = Segments... Targets... Positions
![Page 9: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/9.jpg)
Mass Marketing
![Page 10: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/10.jpg)
Micromarketing at 1 of 4 levels
segments
niches
local areas
individuals
![Page 11: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/11.jpg)
Bases for Segmenting
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
![Page 12: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/12.jpg)
Segmentation Variables
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
GEOGRAPHICDEMOGRAPHIC & BEHAVIORAL
PSYCHOGRAPHIC
![Page 13: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/13.jpg)
To be useful, market segments must be... M.A.A.D.S.
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
GEOGRAPHIC DEMOGRAPHIC & BEHAVIORAL
PSYCHOGRAPHIC M.A.A.D.S
![Page 14: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/14.jpg)
Marketing to Super Segments
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
GEOGRAPHIC DEMOGRAPHIC & BEHAVIORAL
PSYCHOGRAPHICM.A.A.D.S
![Page 15: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/15.jpg)
Develop segment-by-segment Invasion Plans
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
GEOGRAPHIC DEMOGRAPHIC & BEHAVIORAL
PSYCHOGRAPHICM.A.A.D.S
![Page 16: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/16.jpg)
Identifying Market Segments and Targets
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
GEOGRAPHIC
DEMOGRAPHIC & BEHAVIORAL
PSYCHOGRAPHIC M.A.A.D.S
S.T.P.
![Page 17: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/17.jpg)
Summary:Markets have…
1.Activities for target marketing (what?)2.Mass marketing (why?)3.Micromarketing at 1 of 4 levels (how?)4.Segments (bases?)5.Segmentation variables (what)
![Page 18: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/18.jpg)
Summary: Markets have…
1.Segmentation process (steps?)2.Usefulness (how?)3.Most attractive target markets (how to
choose?)4.Requirements for effective segmentation
(what?) 5.Additional considerations (what?)
![Page 19: Chapter 8 Visual: Market Segments & Targets](https://reader033.fdocuments.in/reader033/viewer/2022061112/54583d8aaf79594e128b4af9/html5/thumbnails/19.jpg)
IDENTIFYING MARKET SEGMENTS and TARGETS
Elaine R. BudayAteneo Graduate School of Business
08 December 2009
Top 10 Concepts
VISUAL Edition