market segmentation(市场细分）

segment attractiveness

Market Targeting选择市场/市场目标化

Segmentation Criteria—Geographic

Density and climate人口密度和气候

1.2Segmentation Criteria—Demographic   人口细分

Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines.
The automobile industry and website also use gender segmentation extensively, such as Girls On Network

Income segmentation has long been used by the marketers of products and services such as automobiles, boats, clothing, cosmetics, financial services, shopping mall ，real estate angency and travel
What’s more

Lifestyle segmentation has long been used by the marketers of products and services such as automobiles, boats, clothing, wines and spirits，hotel, apartment and travel
What’s more

Dividing the market into groups based on variables such as:
Occasions购买时机
Benefits利益
User status用户状况
Usage rate使用率
Loyalty status忠诚度

非用户non-users
潜在用户potential users
以前的用户ex-users
初次用户first-time users
经常用户regular users of a product

None user      
少量使用者          30                                    15
light product user
中等使用者          20                                    30
Medium user
大量使用者          30                                    55
heavy product users


completely loyal完全忠诚 they buy one brand all the time
somewhat loyal 较忠诚they are loyal to two or three brands of a given product or favor one brand while sometimes buying others
no loyalty 非忠诚They either want something different each time they buy or they buy whatever's on sale 

Measurable可衡量的
Accessible可到达的
Substantial可盈利的
Differential可区别的
Actionable可执行的