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1、IdentifyingMarket Segments and TargetsChapter 9studyLearning Objectives01In what ways can a company divide the consumer market into segments?02How should business markets be segmented?03How should a company choose the most attractive target markets?04What are the requirements for effective segmentat

2、ion?05What are the different levels of market segmentation?Bases for Segmenting Consumer MarketsMarket segmentA group of customers who share a similar set of needs and wantsGeographic segmentationPsychographic segmentationDemographic segmentationBehavioral segmentationGeographic SegmentationGeograph

3、ical unitsNations,states,regions,counties,cities,or neighborhoodsNielsen Claritas PRIZMEducation and affluenceFamily life cycleUrbanizationRace and ethnicityMobilityGeographic SegmentationGeographic SegmentationAge&life-cycle stageLife stageGenderIncomeGenerationRace&cultureGeographic SegmentationAg

4、e and life-cycle stageOur wants and abilities change with ageLife stageA persons major concern(e.g.,divorce)Geographic SegmentationGenderMen and women have different attitudes and behave differentlyIncomeIncome segmentation is a long-standing practiceDemographic SegmentationGenerationMillennials(Gen

5、 Y)Baby BoomersGen XSilent GenerationDemographic SegmentationRace and cultureHispanic AmericansAfrican AmericansAsian AmericansLGBTPsychographic SegmentationBuyers are divided into groups on the basis of psychological/personality traits,lifestyle,or valuesFigure 9.1VALS Segmentation SystemBehavioral SegmentationMarketers divide buyers into groups on the basis of their knowledge of,attitude toward,use of,or response to a productBehavioral SegmentationNeeds and benefitsDecision rolesInitiatorInfluencerDeciderBuyerUser