Market 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-SegmentInvasion Plan

The Majority Fallacy

The Majority Fallacy

Status Update