1. Your introduction to segmentation marketing.
2. Consider your segmentation objectives.
3. The six primary criteria needed for effective segmentation (to determine your target audience or target market).
4. Online visitor behaviour and segmentation
5. Your 8 STP steps (segmentation, targeting and positioning):
   
   
   • For a consumer market (B2C) - and the consumer variables that define each segment.
   • For a business to business market (B2B) - and the B2B variables that define each segment.
6. Ten potential benefits of your segmentation strategy.
7. Six common mistakes to avoid.

Video mentor - on segmentation

• A quick introduction to segmentation from Erica Olsen. (length 4.49)
• Short clips from Professor Malcolm McDonald on:
  • An introduction to segmentation. (length 2.14)
  • Segmentation in one market sector the commercial fertiliser market. (length 4.42)
  • Guidance on advertising to your market segment.(length 3.26)
  • Examining the ‘Buying on price’ segment. (length 2.03)
  • Segment before doing your SWOT analysis. (length 4.00)
• A case study from BestBuy (US retailer) on their market segmentation. (length 5.17)
• A very basic introduction to segmentation. (length 3.13)