1. Target marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 7

2. Target Market Process SEGMENTATIONTARGETINGPOSITIONING

3. Segmentation Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

4. segmentation by age Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall DEMOGRAPHICS

5. segmentation by gender Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

6. segmentation by life cycle Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

7. Other relevant Demographics INCOME Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall SOCIAL CLASSRACE/ETHNICITYPLACE OF RESIDENCE

8. segmentation by Psychographics Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

9. segmentation by Behavior Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

10. Targeting Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

11. Evaluating segments Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Usable segments are...

12. substantial Copyright © 20112Pearson Education, Inc. Publishing as Prentice Hall

13. Reachable YES NO Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

14. Responsive Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

15. Segmentation strategies MARKETING MIX All buyers in 1 segment Undifferentiated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

16. Segment 1 MARKETING MIX 3 MARKETING MIX 1 MARKETING MIX 2 MARKETING MIX 4 Segment 2Segment 3Segment 4 Differentiated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

17. MARKETING MIX Segment 1 Concentrated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

18. Positioning Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

19. Stages in Positioning ANALYZE COMPETITORS OFFER COMPETITIVE ADVANTAGE MATCH MIX TO THE TARGET EVALUATE TARGET’S RESPONSE Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

20. Brand Personality Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

21. PERCEPTUAL MAP Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

22. Customer Relationship Management Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

23. One-to-One Marketing KNOW YOUR CUSTOMERS Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall DIFFERENTIATE YOUR CUSTOMERS IMPROVE CUSTOMER INTERACTIONS CUSTOMIZE THE PRODUCT TO THE CUSTOMER

24. CRM and Touchpoints Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

25. CRM and Customer Value Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

26. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall