Professional Documents
Culture Documents
7
Market
Segmentation
and Targeting
Bearden Marketing 5th Ed 7-2 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Acxiom
Bearden Marketing 5th Ed 7-3 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Market Segmentation
Bearden Marketing 5th Ed 7-4 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Understanding Segmentation
Bearden Marketing 5th Ed 7-5 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Intermarket Segments
Bearden Marketing 5th Ed 7-6 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Target Markets
Bearden Marketing 5th Ed 7-7 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Product Differentiation
Bearden Marketing 5th Ed 7-8 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Mass Customization
Bearden Marketing 5th Ed 7-9 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Criteria for Effective Segmentation
Bearden Marketing 5th Ed 7-11 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Developing a Segmentation Strategy
Exhibit 7-2
Bearden Marketing 5th Ed 7-12 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Developing a Segmentation Strategy
Exhibit 7-2
Bearden Marketing 5th Ed 7-13 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Consumer Segmentation Bases
User-Related Behavioral
• Demographics • Benefits
Bearden Marketing 5th Ed 7-14 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Business to Business Segmentation Bases
User-Related Behavioral
• End use
• Customer size
• Usage
• Geographic location
• Product/service
• Organizational structure
application
• Stage of buying process
• Economic
• Attitude toward vendor
Bearden Marketing 5th Ed 7-15 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Bases for Segmentation
more
Bearden Marketing 5th Ed 7-16 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Bases for Segmentation (con’t)
more
Bearden Marketing 5th Ed 7-17 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Bases for Segmentation (con’t)
Bearden Marketing 5th Ed 7-18 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Combining Bases of Segmentation
Bearden Marketing 5th Ed 7-19 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Segmentation Strategies
Bearden Marketing 5th Ed 7-20 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Segmentation Strategies
Bearden Marketing 5th Ed 7-21 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Estimating Segment Potential
Qualitative Quantitative
Procedures Methods
Bearden Marketing 5th Ed 7-23 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Targeting Market Segments
Bearden Marketing 5th Ed 7-24 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Perceptual Maps
Exhibit 7-10
Bearden Marketing 5th Ed 7-25 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Micromarketing
Bearden Marketing 5th Ed 7-27 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.