3. Effective Segmenta- Individuals can be assigned to a segment and
tion--Measurable counted
4. Effective Segmenta- Individuals in the segment can be reached through
tion--Accessible the company's promotion/distribution channels
5. Effective Segmenta- Segment membership is relatively constant
tion--Durable
6. Effective Segmenta- Segment is large enough to make products prof-
tion--Substantial itable
7. Effective Segmenta- Needs are homogeneous within segments and het-
tion--Unique Needs erogeneous across segments
8. Ways to segment the geographic, demographic, psychographic, behav-
market (from most ioral
useful to least)
9. Geographical Seg- dividing a market into different geographical units,
mentation such as nations, states, regions, counties, cities,
densities, climate, or even neighborhoods
13. The Diffusion Process Describes how potential customers learn about new
products, try them, and adopt or reject them.
Bell Curve:
Early Innovators
Early Adopters
Early Majority
Late Majority
Laggards
14. Early Market in the dif- innovators & early adopters (2.5% and 13.5% for
fusion process 16% total)
15. The Mainstream Mar- Early and Late Majority (34% each for 68% total)
ket in the diffusion
process
16. The Late Market in the Laggards (16%)
diffusion process
17. Three Generic Seg- hate, swing, love
ments
18. Sell to the group swing, love
through the eyes of
the group
19. Attractive Target Seg- Market Size (is the market big enough to deliver
ments expected products?)
Expected Growth (is the market growing?)
Competitive Position (What is the level of compet-
itive rivalry? Is the differentiated product offering
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