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    A South Asian Perspective: 8 Identifying Market Segments and Targets

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    Preetam Jain
    This document discusses market segmentation and targeting. It covers the different levels of market segmentation from segments to micromarkets. Effective targeting requires identifying distinct customer groups, selecting target segments, and communicating the benefits. The document also discusses segmenting consumer and business markets using demographic, behavioral, and other variables. It provides steps for an effective segmentation process and criteria for segmentation including segments being measurable, substantial, accessible, differentiable, and actionable.

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    A South Asian Perspective: 8 Identifying Market Segments and Targets

    Uploaded by

    Preetam Jain
    12 views15 pages
    This document discusses market segmentation and targeting. It covers the different levels of market segmentation from segments to micromarkets. Effective targeting requires identifying distinct customer groups, selecting target segments, and communicating the benefits. The document also discusses segmenting consumer and business markets using demographic, behavioral, and other variables. It provides steps for an effective segmentation process and criteria for segmentation including segments being measurable, substantial, accessible, differentiable, and actionable.

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    08

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    This document discusses market segmentation and targeting. It covers the different levels of market segmentation from segments to micromarkets. Effective targeting requires identifying distinct customer groups, selecting target segments, and communicating the benefits. The document also discusses segmenting consumer and business markets using demographic, behavioral, and other variables. It provides steps for an effective segmentation process and criteria for segmentation including segments being measurable, substantial, accessible, differentiable, and actionable.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    12 views15 pages

    A South Asian Perspective: 8 Identifying Market Segments and Targets

    Uploaded by

    Preetam Jain
    This document discusses market segmentation and targeting. It covers the different levels of market segmentation from segments to micromarkets. Effective targeting requires identifying distinct customer groups, selecting target segments, and communicating the benefits. The document also discusses segmenting consumer and business markets using demographic, behavioral, and other variables. It provides steps for an effective segmentation process and criteria for segmentation including segments being measurable, substantial, accessible, differentiable, and actionable.

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    You are on page 1of 15

    Marketing Management, 12/e

    A South Asian Perspective


    8
    Identifying Market
    Segments and Targets

    Kotler

    Koshy

    Keller

    Jha

    Chapter Questions
    What are the different levels of market
    segmentation?
    How can a company divide a market into
    segments?
    How should a company choose the most
    attractive target markets?
    What are the requirements for effective
    segmentation?

    8-2

    Effective Targeting Requires


    Identify and profile distinct groups of
    buyers who differ in their needs and
    preferences.
    Select one or more market segments to
    enter.
    Establish and communicate the distinctive
    benefits of the market offering.

    8-3

    Four Levels of Micromarketing


    Segments
    Niches
    Local areas
    Individuals

    8-4

    Segment Marketing

    Targeting a group of customers


    who share a similar set of
    needs and wants.

    8-5

    Flexible Marketing Offerings

    Naked solution
    Product and
    service elements
    that all segment
    members value

    Discretionary options
    Some segment
    members value
    Options may carry
    additional charges

    8-6

    The Experience Economy


    Experience
    Services
    Goods
    Commodity

    8-7

    Customerization
    Combines operationally driven
    mass customization with customized
    marketing in a way that empowers
    consumers to design the
    product and service offering
    of their choice.
    8-8

    Segmenting Consumer Markets


    Geographic
    Demographic
    Psychographic
    Behavioral

    8-9

    Demographic Segmentation
    Age and Life Cycle
    Life Stage
    Gender
    Income
    Generation
    Social Class

    8-10

    Behavioral Segmentation

    Decision Roles
    Initiator
    Influencer
    Decider
    Buyer
    User

    Behavioral Variables
    Occasions
    Benefits
    User Status
    Usage Rate
    Buyer-Readiness
    Loyalty Status
    Attitude
    8-11

    Segmenting for Business Markets


    Demographic
    Operating Variable
    Purchasing Approaches
    Situational Factors
    Personal Characteristics

    8-12

    Models of Sequential Segmentation

    Stage of decision
    First-time prospects
    Novices
    Sophisticates

    Orientation
    Price-oriented
    Solution-oriented
    Strategic-value

    8-13

    Steps in Segmentation Process


    Needs-based segmentation
    Segment identification
    Segment attractiveness
    Segment profitability
    Segment positioning
    Segment acid test
    Marketing-mix strategy

    8-14

    Effective Segmentation Criteria


    Measurable
    Substantial
    Accessible
    Differentiable
    Actionable

    8-15

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