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Kotler Keller
Marketing Management 14e
Identifying Market
Segments and Targets
Discussion Questions
1. What are the different levels of market
segmentation?
2. In what ways can a company divide a market
into segments?
3. What are the requirements for effective
segmentation?
4. How should business markets be segmented?
5. How should a company choose the most
attractive target markets?
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 26
Target Marketing Requirements
1. Identify and profile distinct groups of
buyers (market segmentation).
Geographic
Demographic
Psychographic Behavioral
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 26
Geographic Segmentation
Geoclustering
Gen X (1964-1978)
Baby Boomers (1946-1964)
Silent Generation (1925-1945)
Personality traits
Lifestyle
Values
Buyer-readiness
Buyer Decider Loyalty status
Decision Roles User and Usage
Supplier
New Power
Entrants
Rivals
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 26
Evaluating and Selecting Segments
Multiple segment
specialization
Single-segment
concentration Individual marketing
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 26
Levels of Segmentation