Segmentation
Upcoming SlideShare
Loading in...5
×
 

Segmentation

on

  • 3,879 views

 

Statistics

Views

Total Views
3,879
Views on SlideShare
3,860
Embed Views
19

Actions

Likes
0
Downloads
25
Comments
0

1 Embed 19

http://www.slideshare.net 19

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Segmentation Segmentation Presentation Transcript

  • SEGMENTATION
  • Mass Marketing
    Same product to all consumers
    (no segmentation)
    Segment Marketing
    Different products to one or more segments
    (some segmentation)
    Step 1. Market SegmentationLevels of Market Segmentation
    Niche Marketing
    Different products to subgroups within segments
    ( more segmentation)
    Micromarketing
    Products to suit the tastes of individuals or locations
    (complete segmentation)
  • Step 1. Market SegmentationBases for Segmenting Consumer Markets
    Geographic
    Nations, states,
    regions or cities
    Demographic
    Age, gender, family size and life cycle, or income
    Psychographic
    Social class, lifestyle, or personality
    Behavioral
    Occasions, benefits, uses, or responses
  • Measurable
    Step 1. Market SegmentationRequirements for Effective Segmentation
    Accessible
    Substantial
    • Size, purchasing power, profiles
    • of segments can be measured.
    Differential
    • Segments must be effectively
    • reached and served.
    • Segments must be large or profitable enough to serve.
    Actionable
    • Segments must respond differently to different marketing mix elements & actions.
    • Must be able to attract and serve the segments.
  • Advantages and disadvantages of segmentation
    guides marketing research
    improves satisfaction
    improves forecasting
    identifies competition and opportunities
    increases marketing costs
    proliferation of products
    consumer backlash
    limits general popularity