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1. Understand the importance
market segmentation and criteria necessary for effective
market segmentation. 2. Review the methods
strategies used in market segmentation.
I. Overview of Market Segmentation
A. Market Segmentation:
B. What are the advantages of segmenting markets?
C. Why has marketing segmentation become the norm?
D. Criteria for developing a market segmentation
II. Types of Market Segments
A. Geographic:B. Demographic:
C. Psychographic: Visit http:www.claritas.com
D. Product-Related Segmentation:
E. Multiple Segmentation Methods
1. Technographic Segmentation
2. Geodemographic: Visit: PRIZM
III. Strategies for reaching target market(s)
A. Undifferentiated:B. Segmented:
1. Concentrated: Niche marketing.
2. Differentiated: multisegment marketing.
3. Microsegmentation:
4. Countersegmentation:
IV. Marketing Positioning:
A. Competitive Advantage:B. Positioning Statements