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Chapter Questions
What are the different levels of market segmentation? How can a company divide a market into segments? What are the requirements for effective segmentation? How should business markets be segmented? How should a company choose the most attractive target markets?
8-2
Identify and profile distinct groups of buyers who differ in their needs and preferences Select one or more market segments to enter Establish and communicate the distinctive benefits of the market offering
8-3
8-4
8-5
Geographic Segmentation
8-6
Claritas Prizm
Education and affluence Family life cycle Urbanization Race and ethnicity Mobility
8-7
Demographic Segmentation
Age and life cycle Life stage Gender Income Generation Social class Race and Culture
8-8
8-9
8-10
Generational Influences
8-11
8-12
8-13
8-14
8-16
8-17
Loyalty Status
8-18
8-19
8-20
Need-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Market mix strategy
8-21
8-22
Threat of Substitutes
8-23
8-24
For Review
What are the different levels of market segmentation? How can a company divide a market into segments? What are the requirements for effective segmentation? How should business markets be segmented? How should a company choose the most attractive target markets?
8-25