1. IDENTIFYING MARKET SEGMENTS AND TARGETS C HAPTER 9

2. What Market Segmentation Means  Market segments  Product differentiation Segmentation: Linking Needs to Action WHY SEGMENT MARKETS?

3. Market segmentation links market need to an organization’s marketing program

4. What Market Segmentation Means How Reebok’s Segmentation Strategy Developed Using Market-Product Grids WHY SEGMENT MARKETS?

5. Market-product Grid: How Reebok shoes reach segments of customers

6. When to Segment Markets One Product and Multiple Market Segments Multiple Products and Multiple Market Segments Segments of One: Mass Customization The Segmentation Trade Off: CRM versus synergies WHY SEGMENT MARKETS?

7. The process of segmenting and targeting markets involves five key steps STEPS IN SEGMENTING AND TARGETING MARKETS

8. Form Prospective Buyers into Segments Criteria to Use in Forming the Segments  Potential for increased profit and ROI  Similarity of needs of potential buyers in a segment  Difference of needs of buyers among segments  Feasibility of a marketing action reaching segment  Simplicity and cost of assigning buyers to markets Ways to Segment Consumer Markets  Usage rate  80/20 rule STEPS IN SEGMENTING AND TARGETING MARKETS

9. Segmentation variables and breakdowns for U.S. consumer markets

10. Segmentation variables and breakdowns for U.S. organizational markets

11. Form Products to Be Sold into Groups Develop a Market-Product Grid and Estimate Size of Markets STEPS IN SEGMENTING AND TARGETING MARKETS

12. Select Target Markets Criteria to Use in Picking the Target Segments  Market size  Expected growth  Competitive position  Cost of reaching the segment  Compatibility with objectives and resources Choose the Segments Take Marketing Actions to Reach Target Markets Your Wendy’s Segmentation Strategy Apple’s Ever-Changing Segmentation Strategy STEPS IN SEGMENTING AND TARGETING MARKETS

13. Developing Cross-Tabulations Pairing the Questions Forming Cross-Tabulations Interpreting Cross-Tabulations Value of Cross-Tabulations ANALYZING MARKET SEGMENTS USING CROSS-TABULATIONS

14. Two Approaches to Product Positioning  Head-to-head positioning  Differentiation positioning POSITIONING THE PRODUCT