Beruflich Dokumente
Kultur Dokumente
Strategy
Creating Value for Target
Customers
Copyright © 2009 Pearson Education, Inc.
Chapter 7- slide 1
Publishing as Prentice Hall
Copyright © 2010 Pearson Education, Inc.
Chapter 7- slide 2
Publishing as Prentice Hall
Market Segmentation
Geographic Demographic
segmentation segmentation
Psychographic Behavioral
segmentation segmentation
Geodemographic segmentation is an
example of multivariable segmentation
that divides groups into consumer
lifestyle patterns
Copyright © 2010 Pearson Education, Inc.
Chapter 7- slide 12
Publishing as Prentice Hall
Market Segmentation
Using Multiple Segmentation Bases
• PRIZM NE classifies every American
household into 66 unique segments
organized into 14 different social groups
• These groups segment people and
locations into marketable groups of like-
minded consumers that exhibit unique
characteristics and buying behavior
based on a host of demographic factors
Geographic Economic
location factors
Political- Cultural
legal factors factors
Copyright © 2010 Pearson Education, Inc.
Chapter 7- slide 14
Publishing as Prentice Hall
Market Segmentation
Segmenting Business Markets
Differentiable Actionable
Product differentiation
Services differentiation
Channel differentiation
People differentiation
Image differentiation
Profitable
Copyright © 2010 Pearson Education, Inc.
Chapter 7- slide 34
Publishing as Prentice Hall
Differentiation and Positioning
Selecting an Overall Positioning Strategy