Chapter 8- Identifying Market Segments and Targets

Levels of Market Segmentation

• Segment Marketing
• Niche Marketing
• Local Marketing
• Customerization

Segmeting Consumer Markets

• Geographic Segmentation
• Demographic Segmentation (Age and life-cycle stage, gender, income, generation, social class)
• Psychographic Segmentation (VALS Segmentation System- innovators, thinkers, achievers, experiencers, belivers, strivers, makers, survivors)
• Behavioural Segmentation (decision roles-initiator, influencer, decider, buyer, user + behavioural variables - occasions, benefits, user status, usage rate, buyer readiness stage, layalty stgae, Attitude)