Segmentation & Targeting
Marketing
• Marketing is the process of creating ,
communicating and delivering the values
to the customers.
Need Wants & Demand
Needs are state of felt deprivation
Wants are the form human needs take as
shaped by culture and indiv...
Segmentation & Targeting
• Segmentation: grouping consumers by
some criteria
• Targeting: choosing which group(s) to sell
...
Segmentation
Segment
market
Choose
target(s)
ENTIRE
MARKET
SEGMENT
1
SEGMENT
2
SEGMENT
3
• We first,
 Determine which kinds of customers
exist, then
Select which ones we are best off trying to
serve and, final...
Targeting
A target market or target audience is a
group of customers that the business has
decided to aim its marketing ef...
Patterns to Target Market
Selection
(1) Single Market Concentration
(2) Market Specialization
(3) Product Specialization
(...
Types of segmentation
• Geographic
• Demographic
• Psychographic
• Behavioral
Geographic
• Nation
• State
• Region
• Cities
Demographic
• Age
• Gender
• Family Size
• Income
• Occupation
• Education
•...
• Psychographic
– Lifestyle
– Personality
• Behavioral
– Occasions
• Regular occasion or special occasion
– Benefits
• Qua...
Ppt market segmenttation
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Ppt market segmenttation

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Transcript of "Ppt market segmenttation"

  1. 1. Segmentation & Targeting
  2. 2. Marketing • Marketing is the process of creating , communicating and delivering the values to the customers.
  3. 3. Need Wants & Demand Needs are state of felt deprivation Wants are the form human needs take as shaped by culture and individual personality Demands are human wants that are backed by buying power
  4. 4. Segmentation & Targeting • Segmentation: grouping consumers by some criteria • Targeting: choosing which group(s) to sell to
  5. 5. Segmentation Segment market Choose target(s)
  6. 6. ENTIRE MARKET SEGMENT 1 SEGMENT 2 SEGMENT 3
  7. 7. • We first,  Determine which kinds of customers exist, then Select which ones we are best off trying to serve and, finally,  Implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.
  8. 8. Targeting A target market or target audience is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise
  9. 9. Patterns to Target Market Selection (1) Single Market Concentration (2) Market Specialization (3) Product Specialization (4) Selective Specialization (5) Full Coverage
  10. 10. Types of segmentation • Geographic • Demographic • Psychographic • Behavioral
  11. 11. Geographic • Nation • State • Region • Cities Demographic • Age • Gender • Family Size • Income • Occupation • Education • Religion • Nationality • Social Class Psychographic • Lifestyle • Personality Behavioral
  12. 12. • Psychographic – Lifestyle – Personality • Behavioral – Occasions • Regular occasion or special occasion – Benefits • Quality, service, economy, speed – User status • Non user, ex user, potential user, first time user, regular user. – Usage rate • Light user, medium user, heavy user – Loyalty status • None, medium, strong – Readiness stage • Unaware, aware, informed, interested, desirous, intending to buy – Attitude towards products • Positive, negative, neutral
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