Outline #4: Segmentation

I. Segmentation is the process of partitioning markets into segments of potential customers with similar characteristics who are likely to exhibit similar purchase behavior.

II. There is a difference between segmentation and mass marketing.

III. What is the rationale for segmentation?

IV. What are the benefits of segmentation research?

V. There are 8 "S's" to segmenting the market

VI. There are 4 "R's" to rating market for segmentation.

VII. There are several measurable characteristics on which to segment a market--demographics.

VIII. There are methods of behavioral segmentation.

IX. Psychographics are also used for segmentation purposes.

X. Synchographics is also a segmentation technique.

(Handout 3.5, 3.9)

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