World region or country india pakistan sri lanka

Info icon This preview shows pages 11–20. Sign up to view the full content.

World region or country India, Pakistan Sri Lanka, Bangladesh, Nepal Country region: East, west , north, south City or metro size: tier 1 major cities population more than 4 million, tier 2: main stream cities (population: over 1 million)… Density: urban suburban, exurban, rural Climate: northern, southern
Image of page 11

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Demographic Segmentation Age and life cycle (under 6, 6-11,2-19-20- 34) Life stage: ( young, single, married, no children, married with children's) Gender (male, female) Income (10000 to 30000, 30001 to onward) Family size: ( 1-2, 3-4, 5+) Education: ( illiterate, literate but no formal school, school upto 4 , e.t.c)
Image of page 12
Psychographic Segmentation Personality Lifestyle : achievers, strivers, survivors Attitude
Image of page 13

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Behavioral Segmentation Decision Roles Initiator Influencer Decider Buyer User Behavioral Variables Occasions Benefits Usage Rate Buyer-Readiness Loyalty Status User Status
Image of page 14
Loyalty Statuses Hard- Core Loyal Split Loyal Shifting Loyal Switche rs
Image of page 15

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Steps in Segmentation
Image of page 16
What is Targeting? The selection of potential customers to whom a business wishes to sell products or services. Targeting Strategy : The targeting strategy involves segmenting the market, choosing which segments of the market are appropriate, and determining the products that will be offered in each segment.
Image of page 17

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Effective Targeting Requires… Identify and profile distinct groups of buyers who differ in their needs and preferences Select one or more market segments to enter Establish and communicate the distinctive benefits of the market offering
Image of page 18
Effective Segmentation Criteria Measurable Substantial Accessible Differentiable Actionable
Image of page 19

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 20
This is the end of the preview. Sign up to access the rest of the document.
  • Fall '16
  • sufwan
  • Marketing, Adam, Psychographic, A Trust Hospital, A University

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern