Professional Documents
Culture Documents
Identifying
Market Segments
and Targets
Marketing Management
A South Asian Perspective, 13th ed
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?
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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Segments
Niches
Local areas
Individuals
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Discretionary
options: Some
segment members
value options but
not all
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Preference Segments
Homogeneous preferences exist
when consumers want the same things
Diffused preferences exist when
consumers want very different things
Clustered preferences reveal natural
segments from groups with shared
preferences
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What is Customerization?
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.
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United Bank
Ltd. of
Pakistan offers
customized
Galleria credit
cards to its
customers
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Demographic Segmentation
Age
Age and
and Life
Life Cycle
Cycle
Life
Life Stage
Stage
Gender
Gender
Income
Income
Generation
Generation
Social
Social Class
Class
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Bank Al Habib
targets
senior citizens
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Behavioral Segmentation
Decision Roles
Initiator
Influencer
Decider
Buyer
User
Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude
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Aware
Ever tried
Recent trial
Occasional user
Regular user
Most often used
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Loyalty Status
Hard-core
Split loyals
Shifting loyals
Switchers
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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Convertible
Shallow
Users
Strongly
unavailable
Weakly
unavailable
Average
Entrenched
Nonusers
Ambivalent
Available
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Marketing-Mix
Strategy
Segment profitability
Segment positioning
Segment acid test
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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The Revolution
brand of readymade womens
apparel
successfully
focuses on the
niche segment of
plus-size clothes.
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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Marketing Debate
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