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1
Targeting Attractive Market Segments
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2
Age
Gender
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3
Gender
Income
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4
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5
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6
Decision Processes
oMarket segmentation
oTarget marketing
oPositioning
Most Markets are Heterogeneous
oVariation among market segments in
oProduct preferences
oSize and growth in demand
oMedia habits
oHence markets are:
oComplex entities that can be defined
(segmented) in a variety of ways
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Importance of Market Segmentation
oCauses:
oPopulation growth has slowed and more
product markets are maturing
oSocial and economic forces as expanding
disposable incomes
oHigher educational levels
oIncreasing importance toward
