6Bases for Segmenting Consumer Markets GeographicRegion, City or MetroSize, Density, ClimateDemographicAge, Gender, Family size and Life cycle, Race, Occupation, or Income ...Lifestyle or PersonalityPsychographicOccasions, Benefits, Uses, or AttitudesBehavioral
7Bases for Segmenting Business Markets DemographicOperating VariablesPurchasing ApproachesSituational FactorsPersonal Characteristics
8Effective Segmentation MeasurableEffective SegmentationSubstantialSize, purchasing power, profiles of segments can be measured.AccessibleSegments must be large or profitable enough to serve.DifferentialSegments can be effectively reached and served.ActionableSegments must respond differently to different marketing mix elements & actions.Must be able to attract and serve the segments.
16Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind.
17Perceptual Map Live shows Easy to reach Little waiting Good food 1.00.80.60.40.2-0.2-0.4-0.6-0.8EconomicalFun ridesExerciseFantasyGood foodEasy to reachEducational,animalsLittle waitingLive showsMagicMountainJapaneseDeer ParkBuschGardensKnott’sBerryFarmLionCountrySafariMarinelandof thePacificDisneyland