Beruflich Dokumente
Kultur Dokumente
6 Armstrong/Kotler
Customer-Driven Marketing
Strategy
Creating Value for Target Customers
6- 2
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Geographic Segmentation
6-3
Age Gender
Family Life
Family Size
Cycle
Income Occupation
Education Religion
Race Generation
Nationality 6-4
6-5
Behavioral
Occasions
segmentation divides a
market into segments Benefits sought
based on consumer
knowledge, attitudes, User Status
uses, or responses to a
Usage Rate
product.
Loyalty Status
6-6
Differentiable Actionable
6-7
6-8
Segment structural
attractiveness
Company objectives
and resources
6-9
6 - 10
People Image
6 - 13