Lifestyle Market Segmentation

by Weinstein; Art

• ISBN13: 9780789028693
• ISBN10: 0789028697
• Format: Nonspecific Binding
• Copyright: 2006-08-28
• Publisher: Routledge

Summary

The latest marketing guide from expert Dennis Cahill--that teaches how to effectively use lifestyle segmentation for marketing strategies Lifestyle Market Segmentation gives author and marketing expert Dennis Cahill the chance to put his nearly 30 years of marketing and teaching experience to practical use--to clearly explain the process of market segmentation and its applications. This text goes beyond the obvious demographic and/or geographic categories to get at the whys” of customer behaviors, carefully reviewing every facet, from theory to the exploration of applications. Step by step, this easy-to-understand book, written by the author of How Consumers Pick a Hotel: Strategic Segmentation and Target Marketing and other classic marketing books, walks readers through the process, giving real-life examples as illustration as it provides the tools to effectively market by lifestyle segment in today's competitive marketplace. Market segmentation research examines a broad range of demographic and psychographic information that can provide strategies to target both current and potential markets. This helpful guide comprehensively reveals how to gather and effectively use this crucial type of research. Lifestyle Market Segmentation consists of three main parts. The first part discusses segmentation theory and various methods for segmentation. The second part explores applications of lifestyle segmentation based on case studies. The last section focuses on ways to market products and services to the various segments discovered by the applications. This invaluable text is extensively referenced and includes several tables and figures to clarify concepts and data. Lifestyle Market Segmentation discusses in detail: the concept of market segmentation criteria for segmentation schemes types of nonlifestyle segmentation geodemographic segmentation psychographics the List of Values (LOV) guidelines for effective use of psychographics lifestyle target segments the Tribes segmentation scheme the Myers-Briggs Type Indicator life-stage segmentation illustrative real-life case studies Lifestyle Market Segmentation is an enlightening resource that is certain to be used again and again, and makes essential reading for managers, educators, and students.

Table of Contents

Foreword	ix
Hal Douthit
Preface	xi
SECTION I: NONLIFESTYLE ISSUES	1	(12)
Chapter 1. Segmentation Theory	3	(6)
Chapter 2. Nonlifestyle Segmentation	9	(4)
SECTION II: LIFESTYLE ISSUES—PRIZM, LOV, AND VALS	13	(30)
Chapter 3. Lifestyle Considerations	15	(4)
Chapter 4. PRIZM	19	(6)
Chapter 5. Psychographics	25	(6)
Chapter 6. VALS and List of Values	31	(4)
Chapter 7. Psychographics Again	35	(8)
SECTION III: LIFESTYLE TARGETS	43	(20)
Chapter 8. The Mature Market	45	(6)
Chapter 9. Teens and Tweens	51	(8)
Chapter 10. Ethnic Marketing and Marketing to the Disabled	59	(4)
SECTION IV: APPLICATIONS	63	(62)
Chapter 11. Applying Autobiographical Memory to Advertising	65	(4)
Chapter 12. The Tribes: A New Psychographic Scheme	69	(8)
Chapter 13. Single-Family Houses	77	(10)
Chapter 14. Used Cars	87	(14)
Chapter 15. Food	101	(14)
Chapter 16. Health Care	115	(10)
SECTION V: OTHER CONSIDERATIONS AND DECISION-MAKING OVERLAYS	125	(36)
Chapter 17. Myers-Briggs Type Indicator	127	(8)
Chapter 18. Family Considerations	135	(10)
Chapter 19. Case and Thoughts	145	(16)
Appendix: Perceptual Mapping	161	(4)
Notes	165	(6)
References	171	(12)
Index	183