Audience Segmentation for Effective Marketing Strategies
Explore the concept of audience segmentation including demographic, psychographic, and geographic categories to target specific buyer personas and optimize marketing efforts. Learn how buyer status, purchase rate segmentation, and target audience profiles play crucial roles in defining marketing strategies for various market segments.
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Presentation Transcript
Chapter 5 Chapter 5 Target Target Audience and Market Audience and Market Segmentation Segmentation
Segmentation Categories Demographic Psychographic Geographic Purchase/Use Age Life Style City Size Buyer Status Gender Attitudes Zip Codes Amount Income Interests CBSA's Frequency Marital Status Personality DMA's Purpose Family Size Ethnicity Sales Regions Price Sensitivity
Buyer Status Segmentation Brand Switchers First Time Not Loyal Customers Interested
Purchase Rate Segmentation Light Users Medium Users Heavy Users 1-3 Times 4-7 Times More Than 8 Times Per Week Per Week Per Week Purchased Monthly Purchased Weekly Purchased Daily
Target Audience Profile Demographic Psychographic Geographic Purchase/Use 24-35 Professional Large Metro First Time Buyer Female Impulsive Zip Codes No Experience $45,000 Action Sports CBSA's Heavy Potential Use Single Enthusiastic Miami Healthy Eating Two Children Hispanic Sales Regions Premium Quality
