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Segmentation, Targeting & Positioning (Segmentation Scheme Evaluation,…
Segmentation, Targeting & Positioning
Process
Market Segmentation
Identify Bases
Develop Segment Profiles
Target Marketing
Develop Measures of Segment Attractiveness
Select Target Segments
Market Positioning
Develop a Marketing Mix for Each Segment
Develop Positioning for Target Segments
Consumer Markets
Geographical
Regions
City Size
Statistical Area
Density
Demographics
Gender / Age / Race / Nationality / Region
Education / Income / Family Size
Psychographics
Personality
Lifestyle
Social Class
Behavioural
Occasions / Benefits Sought / Loyalty Status
User Involvement Level / Rate
Responses to a Product
Segmentation Scheme Evaluation
Measurability
Accessibility
Substantiality
Differentiability
Actionability