Differentiation, Segmentation, and Target Marketing

Geographic (p 130)

• Geographic• Demographic• Psychographic• Behavioral• Benefits

I live in Kanata!

Differentiation, Segmentation, and Target Marketing

Demographic – (p132)

• Geographic• Demographic• Psychographic• Behavioral• Benefits

Female32 years old

$95,000yes!

Differentiation, Segmentation, and Target Marketing

Psychographic (p136)

• Geographic• Demographic• Psychographic• Behavioral• Benefits

I’m an average

Joe!

Differentiation, Segmentation, and Target Marketing

Behavioural – (p137)

• Geographic• Demographic• Psychographic• Behavioural• Benefits

Buy me a drink?

Differentiation, Segmentation, and Target Marketing

Benefits (p 137)

• Geographic• Demographic• Psychographic• Behavioral• Benefits

Mr. and Mrs Smith! …welcome

back

Differentiation, Segmentation, and Target Marketing

Steps in Segmentation

Segment the

overall Market

Select ”right”

Target (s)

Design (Position) Product