7-2
   Steps in Segmentation,                                                          7-2
    Steps in Segmentation, 
   Targeting, and Positioning
    Targeting, and Positioning
                              6.  Develop Marketing
                              Mix for Each Target Segment           Market
                         5.  Develop Positioning                 Positioning
                         for Each Target Segment
                    4.  Select Target
                    Segment(s)                              Market
               3.  Develop Measures                        Targeting
               of Segment Attractiveness
          2.  Develop Profiles
          of Resulting Segments
     1.  Identify Bases                         Market Segmentation
     for Segmenting the Market
                                Copyright 1999 Prentice Hall
                                                                    7-3
   Step 1. Market Segmentation                                       7-3
   Step 1. Market Segmentation
   Levels of Market Segmentation
   Levels of Market Segmentation
                         Mass Marketing
                          Mass Marketing
                 Same product to all consumers 
                  Same product to all consumers 
                         (no segmentation)
                         (no segmentation)
                       Segment Marketing
                       Segment Marketing
           Different products to one or more segments
           Different products to one or more segments
                       (some segmentation)
                       (some segmentation)
                         Niche Marketing
                         Niche Marketing
        Different products to subgroups within segments
         Different products to subgroups within segments
                       ( more segmentation)
                       ( more segmentation)
                         Micromarketing
                          Micromarketing
      Products to suit the tastes of individuals or locations 
      Products to suit the tastes of individuals or locations 
                     (complete segmentation)
                      (complete segmentation)
                           Copyright 1999 Prentice Hall
                                                                                  7-4
   Step 1. Market Segmentation                                                     7-4
    Step 1. Market Segmentation
   Bases for Segmenting Consumer 
    Bases for Segmenting Consumer 
   Markets
    Markets
      Geographic
        Nations, states, 
        regions or cities
                 Demographic
                  Age, gender, 
                  family size and life cycle,   
                          or income 
                              Psychographic
                               Social class, lifestyle, 
                               or personality
                                            Behavioral
                                              Occasions, benefits, 
                                              uses, or responses
                                Copyright 1999 Prentice Hall
                                                              7-5
  Using Multiple Segmentation                                 7-5
   Using Multiple Segmentation
  Bases:  Geodemographics
   Bases:  Geodemographics
                        Copyright 1999 Prentice Hall
                                                              7-6
  Step 1. Market Segmentation                                 7-6
   Step 1. Market Segmentation
  Bases for Segmenting Business 
   Bases for Segmenting Business 
  Markets
   Markets
                Personal               Demographics
             Characteristics
                              Bases
                               Bases
                         for Segmenting
                          for Segmenting
      Situational            Business
                             Business           Operating
       Factors               Markets
                              Markets        Characteristics
                           Purchasing
                           Approaches
                        Copyright 1999 Prentice Hall