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    Identifying Market Segments and Targets

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    hiren9090
    This document discusses different levels and types of market segmentation for consumer and business markets. It identifies geographic, demographic, psychographic, and behavioral factors used to segment consumer markets. For business markets, segmentation considers demographic, operating, purchasing, situational, and personal characteristics. The document also outlines criteria for evaluating favorable market segments and different strategies for selecting segments, such as single segment concentration or full market coverage.

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    Identifying Market Segments and Targets

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    hiren9090
    14 views7 pages
    This document discusses different levels and types of market segmentation for consumer and business markets. It identifies geographic, demographic, psychographic, and behavioral factors used to segment consumer markets. For business markets, segmentation considers demographic, operating, purchasing, situational, and personal characteristics. The document also outlines criteria for evaluating favorable market segments and different strategies for selecting segments, such as single segment concentration or full market coverage.

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    Rm Chapter8

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    This document discusses different levels and types of market segmentation for consumer and business markets. It identifies geographic, demographic, psychographic, and behavioral factors used to segment consumer markets. For business markets, segmentation considers demographic, operating, purchasing, situational, and personal characteristics. The document also outlines criteria for evaluating favorable market segments and different strategies for selecting segments, such as single segment concentration or full market coverage.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    14 views7 pages

    Identifying Market Segments and Targets

    Uploaded by

    hiren9090
    This document discusses different levels and types of market segmentation for consumer and business markets. It identifies geographic, demographic, psychographic, and behavioral factors used to segment consumer markets. For business markets, segmentation considers demographic, operating, purchasing, situational, and personal characteristics. The document also outlines criteria for evaluating favorable market segments and different strategies for selecting segments, such as single segment concentration or full market coverage.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 7

    Identifying Market Segments and Targets

    Chapter 8

    Levels of Market Segmentation


    Segment

    Marketing Niche Marketing Local Marketing Customerisation

    Segmenting consumer markets


    Geographic

    Segmentation Demographic Segmentation Psychographic segmentation Behavioural segmentation : Occasions, Benefits, User status,Usage rate, Buyer readiness stage, Loyalty status, Attitude

    Segmenting Business markets


    Demographic Operating

    : Industry, company size, Location

    variables: Technology, User or nonuser status, customer capabilities approaches: purchasing function, power structure, nature of existing relationships, purchase polices, purchasing criteria

    Purchasing

    Situational

    factors: urgency, specific application, size of order characteristics: buyer seller similarity, attitudes towards risk, loyalty

    Personal

    Favorable market segments


    Measurable Substantial Accessible

    Differentiable
    Actionable

    Evaluating and Selecting Market Segments


    Single

    segment concentration Selective specialisation Product Specialisation Market Specialisation Full Market coverage

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