Marketing Strategy

  1. Market Segmentation Strategy
    1. Segmentation Fundamentals
      1. Rationale for Segmentation
        1. Benefits of Segmentation
          1. Segmentation vs. Mass Marketing
            1. Segmentation Challenges
            2. Consumer Market Segmentation
              1. Geographic Segmentation
                1. Regional Markets
                  1. Urban vs. Rural
                    1. Climate Zones
                      1. Population Density
                      2. Demographic Segmentation
                        1. Age Groups
                          1. Gender
                            1. Income Levels
                              1. Education
                                1. Occupation
                                  1. Family Size
                                    1. Life Cycle Stage
                                    2. Psychographic Segmentation
                                      1. Lifestyle Patterns
                                        1. Personality Traits
                                          1. Values and Beliefs
                                            1. Interests and Opinions
                                              1. Social Class
                                              2. Behavioral Segmentation
                                                1. Purchase Occasions
                                                  1. Usage Rate
                                                    1. User Status
                                                      1. Loyalty Status
                                                        1. Benefits Sought
                                                          1. Attitude Toward Product
                                                        2. Business Market Segmentation
                                                          1. Firmographic Segmentation
                                                            1. Industry Type
                                                              1. Company Size
                                                                1. Geographic Location
                                                                  1. Ownership Structure
                                                                  2. Operating Variables
                                                                    1. Technology Usage
                                                                      1. Customer Capabilities
                                                                        1. Product Usage
                                                                        2. Purchasing Approaches
                                                                          1. Purchasing Organization
                                                                            1. Power Structure
                                                                              1. Buyer-Seller Relationships
                                                                                1. Purchasing Policies
                                                                                2. Situational Factors
                                                                                  1. Order Size
                                                                                    1. Application
                                                                                      1. Urgency
                                                                                      2. Personal Characteristics
                                                                                        1. Risk Attitudes
                                                                                          1. Loyalty
                                                                                            1. Buyer Motivation
                                                                                          2. Segmentation Effectiveness Criteria
                                                                                            1. Measurability
                                                                                              1. Accessibility
                                                                                                1. Substantiality
                                                                                                  1. Differentiability
                                                                                                    1. Actionability
                                                                                                    2. Segmentation Research Methods
                                                                                                      1. Cluster Analysis
                                                                                                        1. Factor Analysis
                                                                                                          1. Discriminant Analysis
                                                                                                            1. Conjoint Analysis

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                                                                                                          3. Marketing Objectives and Goal Setting

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                                                                                                          5. Target Market Selection