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Marketing Management: Market Segmentation & Targeting
Marketing Management: Market Segmentation & Targeting
Marketing Management: Market Segmentation & Targeting
MARKETING MANAGEMENT
Market Segmentation & Targeting
Measurable
Actionable Substantial
Differentiable Accessible
Step by Step Process for Market Segmentation
Define the Market
Geographic area
Reasonable size
Identify Decision Makers & Transactions
Motivators
Hygiene factors
Create Final Segmentation
High Service Quality Need
30%
6% 24%
20% 80%
Low price Sensitivity High price Sensitivity
14% 56%
70%
Low Service Quality Need
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