Consumer Behaviour Chapter 2 Market Segmentation

Market Segmentation

Criteria for Effective Targeting of Market Segments (Basis for Segmentation)

Criteria for Effective Targeting: Identification

Criteria for Effective Targeting:
Sufficiency (sizeable)

Criteria for Effective Targeting:
Stability

Criteria for Effective Targeting:
Accessibility

Criteria for Effective Targeting:
Congruent with the Company's Objectives and Resources

Bases for Segmentation

Segmentation Strategies

Types of Segmentation