IDENTIFYING MARKET SEGMENTS and TARGETS

Elaine R. BudayAteneo Graduate School of Business

08 December 2009

Top 10 Concepts

VISUAL Edition

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?)

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)

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?)

Identifying Market Segment and Targets

S.T.P. = Segments...

S.T.P. = Segments... Targets...

S.T.P. = Segments... Targets... Positions

Mass Marketing

Micromarketing at 1 of 4 levels

segments

niches

local areas

individuals

Bases for Segmenting

segments

niches

local areas

individuals

Consumer Characteristics &

Responses

Segmentation Variables

segments

niches

local areas

individuals

Consumer Characteristics &

Responses

GEOGRAPHICDEMOGRAPHIC & BEHAVIORAL

PSYCHOGRAPHIC

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

Marketing to Super Segments

segments

niches

local areas

individuals

Consumer Characteristics &

Responses

GEOGRAPHIC DEMOGRAPHIC & BEHAVIORAL

PSYCHOGRAPHICM.A.A.D.S

Develop segment-by-segment Invasion Plans

segments

niches

local areas

individuals

Consumer Characteristics &

Responses

GEOGRAPHIC DEMOGRAPHIC & BEHAVIORAL

PSYCHOGRAPHICM.A.A.D.S

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.

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)

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?)

IDENTIFYING MARKET SEGMENTS and TARGETS

Elaine R. BudayAteneo Graduate School of Business

08 December 2009

Top 10 Concepts

VISUAL Edition