Marketing Strategy

4.

Market Segmentation Strategy

4.1.

Segmentation Fundamentals

4.1.1.

Rationale for Segmentation

4.1.2.

Benefits of Segmentation

4.1.3.

Segmentation vs. Mass Marketing

4.1.4.

Segmentation Challenges

4.2.

Consumer Market Segmentation

4.2.1.

Geographic Segmentation

4.2.1.1.

Regional Markets

4.2.1.2.

Urban vs. Rural

4.2.1.3.

4.2.1.4.

Population Density

4.2.2.

Demographic Segmentation

4.2.2.1.

4.2.2.2.

4.2.2.3.

4.2.2.4.

4.2.2.5.

4.2.2.6.

4.2.2.7.

Life Cycle Stage

4.2.3.

Psychographic Segmentation

4.2.3.1.

Lifestyle Patterns

4.2.3.2.

Personality Traits

4.2.3.3.

Values and Beliefs

4.2.3.4.

Interests and Opinions

4.2.3.5.

4.2.4.

Behavioral Segmentation

4.2.4.1.

Purchase Occasions

4.2.4.2.

4.2.4.3.

4.2.4.4.

4.2.4.5.

Benefits Sought

4.2.4.6.

Attitude Toward Product

4.3.

Business Market Segmentation

4.3.1.

Firmographic Segmentation

4.3.1.1.

4.3.1.2.

4.3.1.3.

Geographic Location

4.3.1.4.

Ownership Structure

4.3.2.

Operating Variables

4.3.2.1.

Technology Usage

4.3.2.2.

Customer Capabilities

4.3.2.3.

4.3.3.

Purchasing Approaches

4.3.3.1.

Purchasing Organization

4.3.3.2.

Power Structure

4.3.3.3.

Buyer-Seller Relationships

4.3.3.4.

Purchasing Policies

4.3.4.

Situational Factors

4.3.4.1.

4.3.4.2.

4.3.4.3.

4.3.5.

Personal Characteristics

4.3.5.1.

4.3.5.2.

4.3.5.3.

Buyer Motivation

4.4.

Segmentation Effectiveness Criteria

4.4.1.

4.4.2.

4.4.3.

4.4.4.

Differentiability

4.4.5.

4.5.

Segmentation Research Methods

4.5.1.

Cluster Analysis

4.5.2.

Factor Analysis

4.5.3.

Discriminant Analysis

4.5.4.

Conjoint Analysis

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5. Target Market Selection