Professional Documents
Culture Documents
Identifying
Market Segments
and Targets
Segments Niches
Enterprise Rent-A-Car
targets the insurance-
replacement market
Geographic
Demographic
Psychographic
Behavioral
Hard-core
Split loyals
Shifting loyals
Switchers
Users Nonusers
Strongly Weakly
Ambivalent Available
unavailable unavailable
Demographic
Operating Variable
Purchasing Approaches
Situational Factors
Personal
Characteristics
Needs-based segmentation
Segment profitability
Segment positioning
Measurable
Substantial
Accessible
Differentiable
Actionable