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Targeting
and
Positioning
- I
Segmentation
What
is
segmentation
Why
segment
Characteristics
of
good
segmentation
Bases
of
segmentation
What
is
segmentation
Segmentation
Dividing
the
market
into
groups
of
(actual
and/or
potential)
customers
so
that
each
group
is
relatively
homogenous
with
respect
to
its
characteristics,
needs,
evaluations
or
behaviors.
The
groups
are
called
market
segments.
Why
segment
Optimizes
effectiveness
of
companys
actions
More
targeted
marketing
mix
by
identifying
key
differences
among
customers
Increased
customer
satisfaction
Higher
CLV
Bases
of
segmentation
Value-based
segmentation
Profile-based
segmentation
Geographic
Demographic
Psychographic
Behavioral