Table of ContentsMarket Segmentation and Targeting Agenda Steps in Market Segmentation, Targeting, and Positioning Toothpaste Ads Basic Market-Preference Patterns Market-Segmentation Procedures Major Segmentation Variables of Consumer Markets Geographic Segmentation Demographic Segmentation What Implications for Financial Services Firms? Multi-Attribute Segmentation: Geoclustering at PRIZM Selected PRIZM Clusters by 5-Digit Zip Code Psychographic Segmentation The VALS TM 2 Framework VALS for Singapore Behavioral Segmentation Market Segmentation by a Health Plan (hypothetical) Selected Bases for Segmenting the Health Care Market The iVALS Segments Requirements for Useful Segmentation Can this segment be reached? Segments in the Drinking Population Heavy and Light Users of Common Consumer Products Business-to-Business Marketing Case-ette Major Segmentation Variables for Business Markets Market Targeting Requirements for Useful Segmentation (again) Five Patterns of Target Market Selection Targeting: The Case of Century City Hospital Segment-by-Segment Invasion Plan The Majority Fallacy The Majority Fallacy Status Update |