Marketing Strategy: A decision-focused approach Chapter 6

1. Slow Population Growth
2. Mature Product Markets
3. Customers with more varied and sophisticated needs, tastes, and lifestyles
4. Marketing organizations make it easy to implement sharply focused marketing programs

1. Identify a homogeneous segment that differs from other segments
2. Specify criteria that define the segment
3. Determine segment size and potential

1. Who they are: Segmenting Demographically
2. Where they are: Segmenting Geographically
3. How they behave?

1. Consumer needs (benefits sought and choice criteria)
2. Product usage and purchase influence (loyalty, influence, usage, predisposition to buy)
3. Lifestyle (activities, interests & opinions)
4. Organizational behavioral attributes (purchasing structure & buying situation)

The degree to which the purchasing activity is centralized (all transactions with 1 supplier or many)

1. Straight rebuy
2. Recurring rebuy
3. Modified rebuy

1. Actualizers
2. Fulfillers
3. Experiencers
4. Believers
5. Strivers
6. Makers
7. Strugglers

Strategy that can work by one single product or with a differentiated marketing strategy.

Involves serving one or more segments that, while ont the largest, consist of a sufficient number of customer seeking somewhat-specialized benefits from a good or service.

It targets one or more fast-growth segments, even though these segments may not currently be very large.