6 Develop marketing mix for each target segment

. 6 Develop marketing mix for each target segment. 5 Develop positioning for each target segments. . 4 Select the target segment(s. (. 3 Develop measures of segment attractiveness. . 2 Develop profiles of resulting segments. . 1 Identify bases for segmenting the market Market positioning Market targeting Market segmentation Source : Gary Armstrong, Philip Kotler, 2000

Market Segmentation ����� �

Mass Marketing Segment Marketing Niche Marketing Micromarketing Levels of marketing segmentation Source : Gary Armstrong, Philip Kotler, 2000

Market Segmentation • Bases for Segmenting Consumer Markets • Segmenting Business Markets • Segmenting International Markets

Segmentation bases for consumer markets Geographic segmentation Demographic segmentation Psychographic segmentation Behavior toward product

Geographic segmentation

Demographic segmentation • �������� (Age and Life. Cycle Stage( • ��� (Gender( • ������ (Income(

Psychographic segmentation • Social class • Lifestyle • Personality characteristics

Segmenting Business Markets • • Demographic (industry, company size, location( Operating characteristics Situational factors Personal characteristics

Segmenting International Markets • �������� �(Geographic location( • �������� (Economic factors( • �������� (Political and legal factors(

������� • �������� (Undifferentiated Marketing( • ������� (Differentiated Marketing( • �������� (Concentrated Marketing(