Documente Academic
Documente Profesional
Documente Cultură
TARGET MARKETING
Segment Marketing
Niche Marketing
Local Marketing
Customerization
Henry Ford
First to mass market
automobiles
Segment Marketing
2 Variables used:
Consumer characteristics
Geographic
Demographic
Psychographic
SEGMENTING CONSUMER MARKETS
Behavioral variables
Occasions – time of day, week, month and year
Benefits
User status – non users, ex-users, potential, first time
user and regular users
Usage rate - light, medium and heavy product users
Buyer-readiness stage – unaware, aware, informed,
interested, desire and intend to buy
Loyalty status – hard-core, split loyals, shifting, switchers
Attitude – enthusiastic, positive, indifferent, negative
and hostile
BASES FOR SEGMENTING
BUSINESS MARKETS
BASES FOR SEGMENTING
BUSINESS MARKETS
SEQUENTIAL SEGMENTATION
SEQUENTIAL SEGMENTATION
Additional considerations
Segment-by-segment invasion plans
Updating segmentation schemes
Ethical choice of target markets
MARKETING DEBATE