Segmenting the Market to Reach the Targeted Population

What is segmenting the market? Dividing up your audience according to their particular criteria: Product Price Place Promotion

When might you segment the market? When you're concerned about a particular segment of the population When the target population is composed of a number of different segments When you'll need very different messages to reach different segments of the target population When some segments of the target population are easily reachable and others aren 't When your organization has the resources and the capacity

How can you segment the market? Demographic Geographic Physical/personal history Psychographic Behavior

Deciding which segments to focus on Measurability Accessibility Substantiality Actionability Position on the change scale

Addressing the targeted segments Undifferentiated marketing Differentiated marketing Concentrated marketing