mba570.spring09.segmentation

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mba570.spring09.segmentation

  1. 1. + Customer Segmentation DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  2. 2. + Customer Segmentation  What is segmentation?  Consumer segmentation  Demographics, psychographics, behavioral  Business segmentation  Company size, industry, geography  Benefits segmentation & needs-based segmentation  Profitability of segments: 80 – 20 rule MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
  3. 3. + Psychographics Explained DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  4. 4. Keds Sneakers
  5. 5. Adidas Tennis Shoes
  6. 6. Converse All-Stars Basketball Shoes
  7. 7. Nike Air Jordans Expensive Shoes!
  8. 8. Sneakers Gone Wild Incredible Selection
  9. 9. Nike Studio Custom Shoes
  10. 10. Original Reebok
  11. 11. Reebok Market Segmentation
  12. 12. Apple Computer Power Mac G5 PowerBook iMac iBook
  13. 13. Apple Computer
  14. 14. One More Example. . . Have your customers segment themselves!
  15. 15. + Segments: Classic Airlines DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

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