.be to be of be to be to ooperationObjectivesldentifying Market SegmentsChoosing Target MarketsMarket-SegmentationProcedureET汪MotivationsAttitudes收BehaviorAnalysis刁FactorsgtProfling 世 四Geographic 二交Region, City or Metro 二 基 Demographic ，Age, Gender Family sizeand Life cycle, Race，Occupation， orincome Size, Density, Climate Psychographic2Lifestyle or Personalit BehavioralOccasions, Benefits,Uses, or Attitudes Bases for SegmentingBusiness Markets沁Demographic汪Operating Variables汪Purchasing ApproachesSituational Factors怀Personal CharacteristicsEffective Segmentation*Size, purchasing power,Measurable | 四 profiles of segments can和 be measured.*“ Segments must be large orSubstantial | 中 profitable enough to serve.Accessible *“ Segments can be 时effectively reached andserved.Segments must respondpifterental | 下marketing mix elements &actions. | ， “Must be able to attract andActionable serve the segments. Additional segmentationCriteria怀Ethical Choice of Market TargetsSegment Interrelationships &Supersegments汪Segment-by-Segment Invasion Planslntersegment Cooperation