Segmentation

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  • 1. SEGMENTATION
  • 2. 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)
  • 3. 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
  • 4. Measurable
    Step 1. Market SegmentationRequirements for Effective Segmentation
    Accessible
    Substantial
    • Size, purchasing power, profiles
    • 5. of segments can be measured.
    Differential
    • Segments must be effectively
    • 6. reached and served.
    • 7. Segments must be large or profitable enough to serve.
    Actionable
    • Segments must respond differently to different marketing mix elements & actions.
    • 8. 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