SEGMENTATION, TARGETING, AND POSITIONING CHAPTER 7 SEGMENTATION, TARGETING, AND POSITIONING

Segmentation - Grouping consumers together with common needs Segmentation Bases: Demographic Geographic Psychographic Benefits Geodemographic Behavioral

Segmentation – Modern Family Life Cycle

Targeting - Evaluating the various segments and selecting the one(s) that promises the best ROMI Successful Targets Must (Be): Sizable Measurable Reachable Demonstrate Behavioral Variation

Positioning - Finding a way to fix your product in the minds of consumers Perceptual Mapping extreme conservative high price low price

Six Attributes of Sports Strength, speed vs. methodical, precise movements Athletes only as participants vs. athletes + recreational participants Skill emphasis on impact with object vs. skill emphasis on body movement Practice primarily alone vs. primarily with others A younger participant in the sport vs. wide age range of participants Less masculine vs. more masculine

Perceptual Map for Sports