-Company story

-Customer service/core values

-How they segment

Customers who care about:

-Large selection

-Shopping from home

-Overnight delivery 

1. Strategy or objectives

2. Describe segments

3. Evaluate segment attractiveness

4. Select Target market

5. Identify and develop positioning strategy 

Step 1: Establish Overall strategy or objectives

-Check youself

-The segmentation strategy must be consistent with and derived from the firm's mission and current state (SWOT)

1. Geographic segmentation

2. Demographic segmentation

3. Psychographic segmentation

4.Geodemographic segmentation

Geographic segementation

-region of the country or world

-market size

-market density

-Climate 

-New ways to generate sales in sluggish+competitive markets

-Scanner data allows assessment of best selling brands in region

-Regional brands appeal to local preferences

-Quicker reaction to competition 

*MOST POPULAR* 

-age, gender, income, ethnic background, family life cycle 

Psychographic segmentation

-social class (lower, middle, upper)

-Lifestyles (what is valued by the segment)

-Personality (adventure seekers) 

Geographic Segmentation

*BEST WAY*

-segmenting potential customers into neighborhood lifestyle categories 

-Combines geographic, demographic, and lifestyle segmentation

-Consumers in the same neighborhoods tend to buy the same types of cars, appliances, and apparel and shop at the same types of retailers.