Chapter 7 Segmenting and Targeting Markets
The Importance of Market Segmentation
Criteria for Segmentation
Bases for Segmentation
Geographic Segmentation
Bases for Demographic Segmentation
Ethnic Background
Family Life Cycle
Bases for Psychographic Segmentation
Lifestyle Segmentation
Geodemographic Segmentation
PPT Slide
VALS 2 Dimensions
Benefit Segmentation
Usage-Rate Segmentation
The 80/20 Principle
Steps in Segmenting a Market
Strategies for Selecting Target Markets
Undifferentiated Targeting Strategy
Concentrated Targeting Strategy
Multisegment Targeting Strategy
Costs of Multisegment Targeting
Cannibalization
Positioning
Effective Positioning
Perceptual Mapping--Levi’s
Positioning Bases
Repositioning
Guess Who Owns Theses Brands? What are the segments that each is directed toward?
Email: jharvey@som.gmu.edu
Home Page: http://mason.gmu.edu/~jharvey
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