1. Chapter 3 Marketing Segmentation

2. What is Marketing Segmentation? Who uses market segmentation? How does market segmentation operate?

3. Market Segmentation The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.

4. Mass Marketing Offering the same product and marketing mix to all consumers.

5. Positioning Establishing a specific image for a brand in relation to competing brands.

6. Bases for Segmentation Geographic Segmentation Demographic Segmentation Psychological Segmentation Psychographic Segmentation Sociocultural Segmentation Use-Related Segmentation Usage-Situation Segmentation Benefit Segmentation Hybrid Segmentation Approaches

7. AIOs Psychographic variables that focus on activities, interests, and opinions. Also referred to as Lifestyle.

8. Hybrid Segmentation Approaches Psychographic-Demographic Profiles Geodemographic Segmentation SRI Consulting’s Values and Lifestyle System (VALS TM )

9. Criteria For Effective Targeting of Market Segments Identification Sufficiency Stability Accessibility

10. Implementing Segmentation Strategies Concentrated Versus Differentiated Marketing Countersegmentation

11. Counterseg- mentation Strategy A strategy in which a company combines two or more segments into a single segment to be targeted with an individually tailored product or promotion campaign.