Market Segmentation
Consumer Behavior,
Ninth
Ninth Edition
Edition
Phase 3
Product/Brand Positioning
Phase 2
Target Market and Marketing Mix Selection
Phase 1
Market Segmentation
Geographic Use-Related
Demographic Usage-Situation
Psychological Benefit Sought
Psychographic Hybrid
Sociocultural
ADBUSTERS
Web site is
targeted to
consumers
with a certain
attitude toward
advertisers weblink
Video cameras
are often
purchased by
young couples
with children.
Current Share
High Low
HiLows LoLows
Low (tickle) (starve)