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IDENTIFYING MARKET SEGMENTS and TARGETS
Elaine R. BudayAteneo Graduate School of Business
08 December 2009
Top 10 Concepts
VISUAL Edition
Outline: All markets have…
1.Different levels of market segmentation (what?)
2.Segments (how to divide?)3.Most attractive target markets (how to
choose?)4.Requirements for effective segmentation
(what?)
Outline: Markets have…
1.Activities for target marketing (what?)2.Mass marketing (why?)3.Micromarketing at 1 of 4 levels (how?)4.Segments (bases?)5.Segmentation variables (what)
Outline: Markets have…
1.Segmentation process (steps?)2.Usefulness (how?)3.Most attractive target markets (how to
choose?)4.Requirements for effective segmentation
(what?) 5.Additional considerations (what?)
Identifying Market Segment and Targets
S.T.P. = Segments...
S.T.P. = Segments... Targets...
S.T.P. = Segments... Targets... Positions
Mass Marketing
Micromarketing at 1 of 4 levels
segments
niches
local areas
individuals
Bases for Segmenting
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
Segmentation Variables
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
GEOGRAPHICDEMOGRAPHIC & BEHAVIORAL
PSYCHOGRAPHIC
To be useful, market segments must be... M.A.A.D.S.
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
GEOGRAPHIC DEMOGRAPHIC & BEHAVIORAL
PSYCHOGRAPHIC M.A.A.D.S
Marketing to Super Segments
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
GEOGRAPHIC DEMOGRAPHIC & BEHAVIORAL
PSYCHOGRAPHICM.A.A.D.S
Develop segment-by-segment Invasion Plans
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
GEOGRAPHIC DEMOGRAPHIC & BEHAVIORAL
PSYCHOGRAPHICM.A.A.D.S
Identifying Market Segments and Targets
segments
niches
local areas
individuals
Consumer Characteristics &
Responses
GEOGRAPHIC
DEMOGRAPHIC & BEHAVIORAL
PSYCHOGRAPHIC M.A.A.D.S
S.T.P.
Summary:Markets have…
1.Activities for target marketing (what?)2.Mass marketing (why?)3.Micromarketing at 1 of 4 levels (how?)4.Segments (bases?)5.Segmentation variables (what)
Summary: Markets have…
1.Segmentation process (steps?)2.Usefulness (how?)3.Most attractive target markets (how to
choose?)4.Requirements for effective segmentation
(what?) 5.Additional considerations (what?)
IDENTIFYING MARKET SEGMENTS and TARGETS
Elaine R. BudayAteneo Graduate School of Business
08 December 2009
Top 10 Concepts
VISUAL Edition
