Chapter 9

• The STP process segmentation
• targeting
• positioning
• marketing mix
• set strategy or objectives
• select segmentation
• segmentation: the separation of markets into distinctive groups based on similar characteristics
• 5 methods of market segmentation
• demographic grouping individuals in personal attributes i.e. age, gender, income, family size, occupation, religion, education, ethnicty
• geographic - location based factors  i.e. country, region, state, city
• psychographic - groping according to how they describe themselves i.e. lifestyle, self-concept, self-value (goals, personality, interests, opinions, attitudes 
• benefits - grouping based n the benefits derived from the product / service i.e. convince, economic, prestige : consumers can solve the problems in these categories with the product  
• behavioral - grouping based on actual behavior towards product i.e. user status, occasion, brand loyalty, readiness to buy
• geodemegraphic segmentation - the grouping of consumers on the basis of a combination of geographic,