1. SEGMENTATION, TARGETING, AND POSITIONING
CHAPTER 7
SEGMENTATION, TARGETING, AND POSITIONING

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

3. Segmentation – Modern Family Life Cycle

4. 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

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

6. 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

7. Perceptual Map for Sports