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Market segmentation
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Market segmentation


Slides from presentation on segmentation from MBA marketing course

Slides from presentation on segmentation from MBA marketing course

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  • The site originally featured tech “tips” that recommended calorie counting, finding recipes and watching cooking videos as ways for women to get the most from a laptop.
  • I just threw up in my mouth a little bit


  • 1. Segmentation
  • 2. How do we serve customers with varied needs?
  • 3. Age
  • 4. Sex (Pat?)
  • 5. Race (who the hell is this?)
  • 6. Behavior
  • 7. Taste
  • 8. Why use segmentation?
  • 9. Serve different consumer preferences
  • 10. Communicate with customers
  • 11. reads watchespet s i o n a l t w o k i d s i n c o m e $ 5 drives “Gina is a busy mom. She wants to feed her family high quality, healthy food. She works full time, so she needs prepared meals and stores conveniently located and fast to shop in. Gina wants value, but also will pay a little extra for convenience and time savings.”
  • 12. 10-minute Exercise 1. Build 2 profiles for your team company 2. Document them on the white board 3. Select one member to present
  • 13. Segmentation gone wrong
  • 14. Business Home Desktop Portable
  • 15. Perceptual mapping
  • 16. Perceptual Mapping Start with companiesconsumersproducts Position on x-y graph classy practical sportyconservative
  • 17. wasteful fuel efficient largesmall Try other dimensions
  • 18. Single Family MatureYouth Try other dimensions
  • 19. 5 - minute Exercise 1. Create 2 perceptual maps for Classic Airlines 2. Draw on white board Single Family MatureYouth