KIC000060 - Chapter 7 Segmenting and Targeting Markets...

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Unformatted text preview: Chapter 7 Segmenting and Targeting Markets Demographic Segmentation • Ethnic Segmentation Age • Gender Income Family life cycle -, ~""M ,;f • Will comprise 113 of U.S. population by 2010 with bu)'ing powerof $1 trillion annually Ethnic background ___ Largest ethnic markets are: • HispanIc Americans • African Americans • Asian Americans __ • -, Family Life Cycle _____ ""'M __ • Family Life Cycle • :::. - a ... ~ -, Coo\o'rIIIOt Psychographic .. __ _. Market: seqmernetion on the basis of personality, motives, lifestyfes, -, ---~ _...... ';:;:' = •~ " •-- "=' = ...:;.. -----.. .._, Bases for Psychographic Segmentation Segmentation and geOdemographics~ "==" .- '- ."-. . .;:;. '- .. Geodemographics _. • 4 Chapter 7 Segmenting and Targeting Markets • Lifestyle Segmentation • • o B· I--~~'DD Flix ~ 8r---..., 1Z How time is spent Importance of things around them • Beliefs • Socioeconomic characteristics ~ §'::::!=:::"1I'!1r-------.:.---.:....J The Breakfast Club [L041~D~ Geodemographic II Benefit Segmentation Segmentation • ""'I'n'.. e><m ....... ' .. "' ... ,"' ................... LO' Example of Usage-Rate Benefit Segmentation • Verizon, Sprint Nextel and others allow consumers with standard contracts to access the Internet via cellular high-speed services. • ~ Some customers' ~ they are using • service is being cancelled because excessive network capacity. Sprint and Cingular Wireless charge based on usage: the amount of data bits they wlrelessly transfer each month. 30c0;:cE: """" 5~""",, ondo;..,.,. ..... _. c.n ...... Wol>C<J_: .... IS..-J:><moI, ""U U"UO,,,,"liollooMU<II." Mo111,2a08,!!.1 • 5 ...
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KIC000060 - Chapter 7 Segmenting and Targeting Markets...

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