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target marketing, chapter 06 - Coggle Diagram
target marketing
bases for segmenting
consumer market
variables
descriptive characteristic
geographic segmentation
geographic region, city or metro size, density, climate
local marketing VS national marketing
demographic segmentation
why popular
demographic age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, social class
psychographic segmentation
psychographic lifestyle, personality
behavioral segmentation
needs and wants, decision roles, user and usage-related variables
market segment
components, task
business maket
variables
Demographic
Industry, company size, location
Operating Variables
Technology, user status, customer capabilities
Purchasing Approach
Power structure, nature of existing relationship
Situational Factors
Urgency, specific application, size of order
Personal Characteristics
Buyer-seller similarity, loyalty, risk attitude
flexible market offerings
naked solution & discretionary options
market targeting
Effective Segmentation Criteria
rating segment
Substantial
Accessible
Differentiable
Actionable
Measurable
long-term segment attractiveness
five forces
industry competitors
potential entrants
substitutes
buyers
suppliers
Targeting
the segment’s overall attractiveness & the company’s objectives and resources
segmentation levels
full market coverage
Undifferentiated Marketing & Differentiated Marketing
multiple segment specialization
Selective specialization， Product specialization， Market specialization
single-segment concentration
Niche market
individual marketing
Legal and ethical issues
avoid backlash; vulnerable groups; disadvantaged group; potentially harmful products
chapter 06