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Chapter 9: Identifying Market Segments and Targets, Market Segmentation …
Chapter 9: Identifying Market Segments and Targets
Market Segmentation
Consumer Markets
Descriptive segmentation
Geographic
Demographic
Geoclustering: geographic + demographics
Psychographic: psychology + demographics
Age
Life stage
Gender
Income
Generation
Race
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Behavioral segmentation
Needs/Benefits
Decision Roles
Usage
Buyer Readiness
Loyalty Status
Business Markets
Descriptive
Demographics :star:
Behavioral
Personal Characteristics
Operating Variables
Situational Factors
Purchasing Approaches
