ch 8 identifying market segments and targets
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TRANSCRIPT
![Page 1: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/1.jpg)
TOP 10 Learning Concepts
Ch 8: Identifying Market Segments and Targets
Myrtle FrantillaMarch 31, 2011
http://myrtlefrantilla.blogspot.com/ 1
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OutlineTop 10 Learning Concepts of Identifying Market Segments and Targets.
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1. Four Levels of Micro Marketing2. Steps in Segmentation Process3. Effective Segmentation Criteria4. Segmenting Consumer Markets5. Segmenting Business Markets6. Demographic Segmentation7. Behavioral Segmentation8. Loyalty Status9. The Brand Funnel Illustrates variations in the Buyer-
Readiness Stage10. The Conversion Model
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Concept 1
Four Levels of Micro Marketing
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Concept 1
Four Levels of Micro Marketing
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Segments
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Concept 1
Four Levels of Micro Marketing
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Segments
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
Local Areas
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
Local Areas
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
Local Areas Individuals
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Concept 1
Four Levels of Micro Marketing
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Segments Niches
Local Areas Individuals
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Concept 2
Steps in Segmentation Process
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Concept 2
Steps in Segmentation Process
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Needs-based Segmentation
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Concept 2
Steps in Segmentation Process
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Needs-based Segmentation
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Segment Identification
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Concept 2
Steps in Segmentation Process
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Needs-based Segmentation
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Segment Identification
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Concept 2
Steps in Segmentation Process
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Needs-based Segmentation
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Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
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Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
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Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
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Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
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Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
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Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
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Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
Segment Acid Test
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Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
Segment Acid Test
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Segment Identification
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Concept 2
Steps in Segmentation Process
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Segment Attractiveness
Needs-based Segmentation
Segment Profitability
Segment Positioning
Segment Acid Test
Marketing Mix Strategy
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Concept 3
Effective Segmentation Criteria
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Concept 3
Effective Segmentation Criteria
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Measurable
Concept 3
Effective Segmentation Criteria
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Measurable
Concept 3
Effective Segmentation Criteria
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
Differentiable
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
Differentiable
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
Differentiable
Actionable
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Measurable
Concept 3
Effective Segmentation Criteria
Substantial
Accessible
Differentiable
Actionable
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Concept 4
Segmenting Consumer Markets
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Geographic
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Concept 4
Segmenting Consumer Markets
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Geographic
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Psychographic
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Psychographic
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Psychographic
Behavioral
Concept 4
Segmenting Consumer Markets
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Geographic
Demographic
Psychographic
Behavioral
Concept 4
Segmenting Consumer Markets
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Concept 5
Segmenting Business Markets
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Demographic
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Concept 5
Segmenting Business Markets
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Demographic
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Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Purchasing Approaches
Concept 5
Segmenting Business Markets
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Demographic
http://myrtlefrantilla.blogspot.com/
Operating Variable
Purchasing Approaches
Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Purchasing Approaches
Situational Factors
Concept 5
Segmenting Business Markets
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Demographic
http://myrtlefrantilla.blogspot.com/
Operating Variable
Purchasing Approaches
Situational Factors
Concept 5
Segmenting Business Markets
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Demographic
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Operating Variable
Purchasing Approaches
Situational Factors
Personal Characterstic
Concept 5
Segmenting Business Markets
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Demographic
http://myrtlefrantilla.blogspot.com/
Operating Variable
Purchasing Approaches
Situational Factors
Personal Characterstic
Concept 5
Segmenting Business Markets
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Concept 6
Demographic Segmentation
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Concept 6
Demographic Segmentation
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Age and Life Cycle
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Concept 6
Demographic Segmentation
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Age and Life Cycle
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Concept 6
Demographic Segmentation
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
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Age and Life Cycle
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Concept 6
Demographic Segmentation
Life Stage
Gender
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Age and Life Cycle
http://myrtlefrantilla.blogspot.com/
Concept 6
Demographic Segmentation
Life Stage
Gender
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Age and Life Cycle
http://myrtlefrantilla.blogspot.com/
Concept 6
Demographic Segmentation
Life Stage
Gender
Income
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Age and Life Cycle
http://myrtlefrantilla.blogspot.com/
Concept 6
Demographic Segmentation
Life Stage
Gender
Income
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Age and Life Cycle
http://myrtlefrantilla.blogspot.com/
Concept 6
Demographic Segmentation
Life Stage
Gender
Income
Generation
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Age and Life Cycle
http://myrtlefrantilla.blogspot.com/
Concept 6
Demographic Segmentation
Life Stage
Gender
Income
Generation
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Age and Life Cycle
http://myrtlefrantilla.blogspot.com/
Concept 6
Demographic Segmentation
Life Stage
Gender
Income
Generation
Social Class
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Age and Life Cycle
http://myrtlefrantilla.blogspot.com/
Concept 6
Demographic Segmentation
Life Stage
Gender
Income
Generation
Social Class
![Page 72: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/72.jpg)
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Concept 7
Behavioral Segmentation
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Concept 7
Behavioral Segmentation
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Decision Roles
![Page 74: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/74.jpg)
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Concept 7
Behavioral Segmentation
74http://myrtlefrantilla.blogspot.com/
Decision Roles Behavioral Variable
![Page 75: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/75.jpg)
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Concept 7
Behavioral Segmentation
75http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
![Page 76: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/76.jpg)
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Concept 7
Behavioral Segmentation
76http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
• Influencer
![Page 77: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/77.jpg)
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Concept 7
Behavioral Segmentation
77http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
• Influencer
• Decider
![Page 78: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/78.jpg)
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Concept 7
Behavioral Segmentation
78http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
![Page 79: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/79.jpg)
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Concept 7
Behavioral Segmentation
79http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
![Page 80: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/80.jpg)
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Concept 7
Behavioral Segmentation
80http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
![Page 81: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/81.jpg)
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Concept 7
Behavioral Segmentation
81http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
![Page 82: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/82.jpg)
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Concept 7
Behavioral Segmentation
82http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
• User Status
![Page 83: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/83.jpg)
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Concept 7
Behavioral Segmentation
83http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
• User Status
• User Rate
![Page 84: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/84.jpg)
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Concept 7
Behavioral Segmentation
84http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
• User Status
• User Rate
• Buyer Readiness
![Page 85: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/85.jpg)
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Concept 7
Behavioral Segmentation
85http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
• User Status
• Buyer Readiness• Loyalty Status
• User Rate
![Page 86: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/86.jpg)
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Concept 7
Behavioral Segmentation
86http://myrtlefrantilla.blogspot.com/
Decision Roles
• Initiator
• Influencer
• Decider
• Buyer
• Seller
Behavioral Variable• Occasions
• Benefits
• User Status
• Buyer Readiness• Loyalty Status
• User Rate
• Attitude
![Page 87: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/87.jpg)
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Concept 8
Loyalty Status
87http://myrtlefrantilla.blogspot.com/
![Page 88: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/88.jpg)
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Concept 8
Loyalty Status
88http://myrtlefrantilla.blogspot.com/
![Page 89: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/89.jpg)
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Concept 8
Loyalty Status
89http://myrtlefrantilla.blogspot.com/
Hardcore
![Page 90: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/90.jpg)
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Concept 8
Loyalty Status
90http://myrtlefrantilla.blogspot.com/
Hardcore
Split Loyals
![Page 91: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/91.jpg)
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Concept 8
Loyalty Status
91http://myrtlefrantilla.blogspot.com/
Hardcore
Split Loyals
Shifting Loyals
![Page 92: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/92.jpg)
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Concept 8
Loyalty Status
92http://myrtlefrantilla.blogspot.com/
Hardcore
Split Loyals
Shifting Loyals
Switchers
![Page 93: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/93.jpg)
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
93http://myrtlefrantilla.blogspot.com/
![Page 94: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/94.jpg)
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
94http://myrtlefrantilla.blogspot.com/
1. Aware
![Page 95: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/95.jpg)
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
95http://myrtlefrantilla.blogspot.com/
1. Aware
2. Ever tried
![Page 96: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/96.jpg)
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
96http://myrtlefrantilla.blogspot.com/
1. Aware
3. Recent trial
2. Ever tried
![Page 97: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/97.jpg)
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
97http://myrtlefrantilla.blogspot.com/
1. Aware
3. Recent trial
2. Ever tried
4. Occasional User
![Page 98: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/98.jpg)
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
98http://myrtlefrantilla.blogspot.com/
1. Aware
3. Recent trial
2. Ever tried
4. Occasional User
5. Regular User
![Page 99: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/99.jpg)
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
99http://myrtlefrantilla.blogspot.com/
1. Aware
3. Recent trial
2. Ever tried
4. Occasional User
5. Regular User
6. Most Often User
![Page 100: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/100.jpg)
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Concept 9The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
100http://myrtlefrantilla.blogspot.com/
1. Aware
3. Recent trial
2. Ever tried
4. Occasional User
5. Regular User
6. Most Often User
![Page 101: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/101.jpg)
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Concept 10
The Conversion Model
101http://myrtlefrantilla.blogspot.com/
Users
![Page 102: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/102.jpg)
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Concept 10
The Conversion Model
102http://myrtlefrantilla.blogspot.com/
Users
![Page 103: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/103.jpg)
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Concept 10
The Conversion Model
103http://myrtlefrantilla.blogspot.com/
Users Convertible
![Page 104: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/104.jpg)
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Concept 10
The Conversion Model
104http://myrtlefrantilla.blogspot.com/
Users ShallowConvertible
![Page 105: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/105.jpg)
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Concept 10
The Conversion Model
105http://myrtlefrantilla.blogspot.com/
Users AverageShallowConvertible
![Page 106: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/106.jpg)
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Concept 10
The Conversion Model
106http://myrtlefrantilla.blogspot.com/
Users AverageShallowConvertible Entrenched
![Page 107: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/107.jpg)
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Concept 10
The Conversion Model
107http://myrtlefrantilla.blogspot.com/
Users AverageShallowConvertible Entrenched
Non-Users
![Page 108: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/108.jpg)
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Concept 10
The Conversion Model
108http://myrtlefrantilla.blogspot.com/
Users AverageShallowConvertible Entrenched
Non-Users
![Page 109: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/109.jpg)
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Concept 10
The Conversion Model
109http://myrtlefrantilla.blogspot.com/
Users AverageShallowConvertible Entrenched
Non-UsersStrongly
Unavailable
![Page 110: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/110.jpg)
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Concept 10
The Conversion Model
110http://myrtlefrantilla.blogspot.com/
Users AverageShallowConvertible Entrenched
Non-UsersStrongly
UnavailableWeakly
Unavailable
![Page 111: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/111.jpg)
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Concept 10
The Conversion Model
111http://myrtlefrantilla.blogspot.com/
Users AverageShallowConvertible Entrenched
Non-UsersStrongly
UnavailableWeakly
Unavailable Ambivalent
![Page 112: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/112.jpg)
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Concept 10
The Conversion Model
112http://myrtlefrantilla.blogspot.com/
Users AverageShallowConvertible Entrenched
Non-UsersStrongly
UnavailableWeakly
Unavailable Ambivalent Available
![Page 113: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/113.jpg)
Summary
113http://myrtlefrantilla.blogspot.com/
1. Four Levels of Micro Marketing2. Steps in Segmentation Process3. Effective Segmentation Criteria4. Segmenting Consumer Markets5. Segmenting Business Markets6. Demographic Segmentation7. Behavioral Segmentation8. Loyalty Status9. The Brand Funnel Illustrates variations in the Buyer-
Readiness Stage10. The Conversion Model
![Page 114: Ch 8 identifying market segments and targets](https://reader035.vdocuments.mx/reader035/viewer/2022081412/54583e95af795953128b4919/html5/thumbnails/114.jpg)
TOP 10 Learning Concepts
Ch 8: Identifying Market Segments and Targets
Myrtle FrantillaMarch 31, 2011
http://myrtlefrantilla.blogspot.com/ 114