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The latest marketing guide from expert Dennis Cahillthat 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 useto 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.
Contents
Foreword (Hal Douthit)
Preface
SECTION I: NONLIFESTYLE ISSUES
Chapter 1. Segmentation Theory
Chapter 2. Nonlifestyle Segmentation
SECTION II: LIFESTYLE ISSUESPRIZM, LOV, AND VALS
Chapter 3. Lifestyle Considerations
Chapter 4. PRIZM
Chapter 5. Psychographics
Chapter 6. VALS and List of Values
Chapter 7. Psychographics Again
SECTION III: LIFESTYLE TARGET
Chapter 8. The Mature Market
Chapter 9. Teens and Tweens
Chapter 10. Ethnic Marketing and Marketing to the Disabled
SECTION IV: APPLICATIONS
Chapter 11. Applying Autobiographical Memory to Advertising
Chapter 12. The Tribes: A New Psychographic Scheme
Chapter 13. Single-Family Houses
Chapter 14. Used Cars
Chapter 15. Food
Chapter 16. Health Care
SECTION V: OTHER CONSIDERATIONS AND DECISION-MAKING OVERLAYS
Chapter 17. Myers-Briggs Type Indicator
Chapter 18. Family Considerations
Chapter 19. Cases and Thoughts
Appendix: Perceptual Mapping
Notes
References
Index
