2. Marktsegmentatie
Het proces van het verdelen van
een potentiële markt in
verschillende groepen van
consumenten en het selecteren van
één of meer segmenten als een
doelmarkt die met een specifieke
marketing mix bereikt moet worden
12. Waarom is
segmentatie nodig?
De behoeften van consumenten
verschillen
๏ deze moeten gespecificeerd
worden
Differentiatie helpt producten te
concurreren
13. Waarom is
segmentatie nodig?
De behoeften van consumenten
verschillen
๏ deze moeten gespecificeerd
worden
Differentiatie helpt producten te
concurreren
๏ helpt bij (her)positionering
14. Waarom is
segmentatie nodig?
De behoeften van consumenten
verschillen
๏ deze moeten gespecificeerd
worden
Differentiatie helpt producten te
concurreren
๏ helpt bij (her)positionering
15. Waarom is
segmentatie nodig? Function axis
Performance
De behoeften van consumentenAdidas
Nike Reebok
verschillen
๏ deze moeten gespecificeerd
worden
Differentiatie helpt producten
Style axis Progressive te K-Swiss Traditional
concurreren
Clarks Classic
๏ helpt bij (her)positionering
Tommy H.
Puma Lacoste
Hugo
Diesel Bikkembergs Boss Polo
D&G
Prada
Fashion
16. Waarom is
segmentatie nodig?
De behoeften van consumenten
verschillen
๏ deze moeten gespecificeerd
worden
Differentiatie helpt producten te
concurreren
๏ helpt bij (her)positionering
Segmentatie helpt om media te
identificeren
17. Waarom is
segmentatie nodig?
De behoeften van consumenten
verschillen
๏ deze moeten gespecificeerd
worden
Differentiatie helpt producten te
concurreren
๏ helpt bij (her)positionering
Segmentatie helpt om media te
identificeren
๏ Welke media moet je in
adverteren?
18. Waarom is
segmentatie nodig?
De behoeften van consumenten
verschillen
๏ deze moeten gespecificeerd
worden
Differentiatie helpt producten te
concurreren
๏ helpt bij (her)positionering
Segmentatie helpt om media te
identificeren
๏ Welke media moet je in
adverteren?
45. Verdeling Bevolking (voorbeeld hybride)
Jong,
Alleenstaand
Jong, Jong, Mid.Leeftijd, Mid.Leeftijd
Getrouwd, Getrouwd, Getrouwd, , Getrouwd,
Geen met met zonder afh.
Kinderen Kinderen Kinderen Kinderen
46. Verdeling Bevolking (voorbeeld hybride)
Jong,
Alleenstaand
Jong, Jong, Mid.Leeftijd, Mid.Leeftijd
Getrouwd, Getrouwd, Getrouwd, , Getrouwd,
Geen met met zonder afh.
Kinderen Kinderen Kinderen Kinderen
52. Optimistic Rebel
THE CONVERSE LOYALIST
AGES 16-24
New found independence
Want to distinguish themselves
from society standards
Self seeking journey
Quick to take a stand and fight
for their cause
Do not want to be labeled
53.
54. American Eagle, Macy's, Abercrombie (Don't be haters guys emo ), Anchor
Blue, Volcom, Billabong, Converse.
MY PROFILE MY FASHION STORY
Which style/label do you wish you could wear?
Since I have a long-ish backstory, I'd very I WISH I could wear BB Dakota (she's on ModCloth).
much appreciate it if you didn't force me to
type it down. So if you have any questions But she's too expensive.
about me, just ask via PM.
MY AVATAR Even more expensive than Abercrombie.
I really can't believe I didn't update this for
(almost) a year...Geez, all that "hehe"-ing
Which style/label/store do you love?
made me look like a 6-year-old. I've now
fixed all of the grammatical errors...no bad Abercrombie.
English for me! Especially when I'm planning
to take over the world. I can't afford to be AE.
seen as an idiot. Anchor Blue.
Ralph Lauren, Polo-Series.
ModCloth.
Vintage thrift stores.
Volcom.
Billabong.
Converse.
Which style/label/store do you hate?
Aero.
Hot Topic, the second they filled with Twilight shirts, I got out of there.
(Cheap-Looking) Old Navy.
Calvin Klein.
I HATE Vans!!!
Which style/label are you wearing right now?
Maroon Abercrombie pullover, one of the more over-sized ones, no zipper.
Black Anchor Blue skinny jeans.
Blue/Green/White/Maroon Old Navy vintage (for Old Navy) shirt.
Heavily taped up and coloured in Converses.
Rainbow sock.
DALLAS, TX Argyle sock.
55. MY PROFILE MY FASHION STORY
* Which style/label do you wear?
Tripp NYC
Hell, right about now you are wondering who is this person and what Current obsessions:
is his deal. To start off my name is Joshua D. Jackson, but just call my (TV Shows)
Joshua. I am approx. 5'7", black hair, brown eyes, and I have my lip Heroes
* Which style/label do you wish you could wear?
pierced. I was born on May 24, 1991, and that makes me 18. So, Lost
those are the basics about me you could have found out by asking. Scrubs
Rivethead or Tripp NYC
Now, for the not so basics. I am a bit weird, but who isn't? I have a House M.D.
beautiful cat named Rebel. I am a gamer and damn fucking proud to Castle
be one. I tend to cuss a lot without realizing it. I hate labels but, I Dexter
Trublood
* Which style/label/store do you love?
label myself for your enjoyment. I am punk/emo/scene/goth/
Bones
romantic/nerd/gamer/dork/geek/freak/misfit. Yep, that's a lot of Tripp NYC, fuckthemainstream.com, and various online sites
labels. I am a firm believer of anarchism and I am a proud atheist. I (Music)
smoke, and I will let you figure out what I am talking about. I am 420 System Of A Down
friendly. I am a drop out, and not proud of it. Music is a big part of my Red Hot Chili Peppers
life. I know a lot of people say that, but the only time I can truly relax Lil Wayne
* Which style/label/store do you hate?
is having Red Hot Chili Peppers blasting in my ears. Umm, I am Lil Wyte
Kaiser Chiefs
Abercrombie, Hollister
running out of thing to say about myself. If you want to know more
just ask me. Thank you for your time. 3Oh!3
(Movies)
Yours truly,
The Boondock Saints
* Which style/label are you wearing right now?
Joshua D. Jackson
SLC Punk!
The Anarchist Cookbook
Tripp NYC
(Books)
Anything from Stephen King
Anything from Anne Rice
* Which style/label do you wish would return?
(Anime)
Old School Punk
Fairy Tail
(People)
Ellen Page<3 (Yes the actress)
MY AVATAR
Heroes List:
Brandon Lee(R.I.P)
Kurt Cobain(R.I.P.)
Bradley Nowell(R.I.P)
Billy Idol
Burt McCraken
Serj Tankian
Jussi 69
Travis Barker
Daron Malakian
Voltaire
Bam Magera
Sid Vicious(R.I.P)
Jim Morrison(R.I.P)
Joey Ramone(R.I.P)
Anthony Kiedis
Bill Kaulitz Mitch Hedberd(R.I.P)
Flea
Marilyn Manson
Kieth Flin
DETROIT, MI
56. my high school schedule i shop
7:15am - wake up and get ready for school
7:30am - pick-up friends, drive to school
8am - school starts
noon - eat brown bag lunch
3:15pm - track practice
5pm - shovel dinner with family
5:30pm - work at Target
my room
8:15pm - do homework in room
9:30pm - blog and snack break from
homework
11pm - finished homework, watch tv in
room
11:45pm - bed time
57. Media Consumption
LIGHT <3 HOURS/WK 3-5 HOURS/WK >20 HOURS/WK
HEAVY
WHAT ARE THEY DOING
ON THE PHONE
TELEVISION 1-TEXT MESSAGING
2-MMS
3-USE CAMERA
INTERNET 4-DOWNLOAD RINGTONES
5-INSTANT MESSAGING
6-BROWSE INTERNET
7-DOWNLOAD SCREEN SAVER
8-DOWNLOAD GAME
9-DOWNLOAD APPLICATIONS
10-GET TEXT ALERT
MOBILE RADIO
58.
59. * Which style/label do you wear?
I vary it up. When I head to a mall, I'll walk in to every store and see what I like and wear it. Lots of my
wardrobe involves Levi's & Hollister & Abercombie & Guess Jeans. I got a bunch of stuff from INC and Guess.
MY PROFILE MY FASHION STORY
My shirts vary from store to store. I shop at shirt.woot.com for a lot of my casual shirts. I've got a bunch of v-
necks as well from Urban Outfitters and Forever 21. I'm a huge fan of H&M and so anytime I go, I tend to get
whatever I can (most of my boxers are from there). I'm also a fan of TopShop. I also frequent Hottopic for
Rwarr accessories like belts and such. As an example, I'm a college student so my typical daily wear is a plain kinda
I'm Toxsic
Or you can call me by my real name: Omar jeans, tend to be on the darker blue ( a bit more formal looking) and for shoes either converse or vans. I've got
Uh. multiple pairs of converse and vans and I vary those.
Birthday's on June 8. O: I just turned 18. Ummm...
And I totally live in Miami, FL. I used to live in the middle east =3
I'm a sophomore(starting August) at Florida International University. I'm
* Which style/label do you wish you could wear?
studying biomedical engineering with a pre-med path =3 But I may very well
change and study Psychology, a passion of mine. I really wanna become a If, I had all the money in the world, I'd wear purely Versace. I've always been a fan and I find their style elegant.
surgical oncologist~
I love video games and being on the computer. University eats up a lot of my It's a classic look that's incredibly sharp and beautifully stylistic. I am such a fan of Juicy Couture's men's
time unfortunately. I adore music. I love concerts and stuff. That's all, I section but it's horrifically unfortunate they cut that out. I managed to grab a pair of jeans, some shirts, and
guess.
PM me. I love being talked to. Ummm... boxers before they shut down. I've got a very slim build so all of those higher up, couture clothes fit me very
If you wanna know what I listen to http://www.last.fm/user/toxsic Click that
and explore around it. ^^ I love music and being exposed to new stuff so fill well. That's essentially it.
me in.
I'm perpetually questing.
I'm always looking for fun. (; I roleplay it up. I'm looking for friends. I'm * Which style/label/store do you love?
always down to be spoken to. So don't be afraid to talk to me!<3
Well, I think I vary well described it all above. I'm just a fan of styles, they can be quite versatile. Lucky Brand
I make typos. I'm sorry. It happens. I make them because I don't care to
slow my typing down. I apologize from now for it. has really been coming in to my life lately. I love their jeans. I've got several pairs and I adore them.
I'm bicurious but mostly girls.. I do guys but mostly girls x3
I've got a webcam and I love talking on 'em.
I hate talking on the phone. I've got a number but you gotta earn it. x3 * Which style/label/store do you hate?
What else...
See I'm not dumb I just suck at these things. I swear >.> Ed Hardy. FUCK. I hate that style. It's an insult to the world of fashion. Place a cheap print on something and
Idunno what else to say o.o
sell it for 80 dollars? I mean, look at the quality of it and see that that is what it is. Just that whole MMA
douchebag style disgusts me. Affliction was decent prior to it's revival in this way. It just looks tacky and
overdone now. It disgusts me, frankly. Those extremely shiny shirts for guys are also extremely obnoxious.
Also, this leggings as pants deal. Yeah, it shows off your ass, and yes, as a guy, I will forever to love to check
out your ass, but dammit, it's a terrible stylistic choice. It just looks incomplete, trashy(in general), and just
MY AVATAR completely plain. Also, Louis Vuitton, I mean, they do have some nice things, but the general LV print bags are
just dull and I feel like they are the "cheap" of the higher up clothing, much like I feel the Corvette is the
"cheap" sports car.
* Which style/label are you wearing right now?
Well, I'm heading to a New Found Glory concert in like an hour or two. So, I always try and dress with clothes I
know will get destroyed; I like mosh pits. So I'm donning a New Found Glory tour tee, Abercrombie jeans that
have been thoroughly worn and classic high top converse. So, nothing special, I'm just looking to get trashed in
these clothes. However, for what I am attending that is more than enough.
* Which style/label do you wish would return?
MIAMI, FL I miss eccentricity in outfits. I feel like everything is quite plain and repetitious and yeah, it may be different,
but it kind of blends in memory as the same. I feel like Lady Gaga has potential to revive this eccentricity. I
watched the Pink "I'm Getting Started Video" and that was a lot more... hardcore, for lack of a better term. So, I
60. MY PROFILE MY FASHION STORY
er..let's just get this over with.
-i'm pretty shy when you first meet me, but then you
get to know me and you come to realize i can be moody Which style/label do you wear?
and mopey like Harry Potter, or vibrant and retarded.
oh, and i'm always tired @_@
what style rofl i just wear jeans, hoodies, graphic tees,
-go-with-the-flow person..and a procrastinator and converse..all..the.. time..
-painfully shy..
-I love to draw, and I want to become an artist when i
grow up, (to the disapproval of the parental units, Which style/label do you wish you could wear?
they're totally in denial.) forever21, any graphic tee stuff, but i almost NEVER go
-I like to walk around in the rain, hop on my bike, or
read out on the front porch. or at least in the summer. shopping.
when nobody's around.
-I absolutely abhor major billboard/guerilla
advertising/stupid/annoying/robotic labels like Which style/label/store do you love?
Hollister, Aberzombie & B*tch, and whatnot..maybe delia*s (tees,) H&M, forever21, wet seal, stuff like that..?
it'll fade away after high school?
-I am usually doing homework while i'm on gaia,
so..feel free to remind me to get back to working xD Which style/label/store do you hate?
P.S.- I rarely swear >.< except when i vent (see above
clothing rant)
Abercrombie/and Fitch, Aeropostale, Hollister, Victoria's
Secret (PINK,) since everyone wears it, and it's
propaganda in the form of guerilla advertising.
*facepalm*
MY AVATAR Which style/label are you wearing right now?
a sweatshirt, a t-shirt from kindergarten, fuzzy pajama
pants.
Which style/label do you wish would return?
any retro stuff, back then all clothes had class. now it's
just a bunch of labeled zombies in my midst
PHENIX, AZ
61. my college schedule i shop
9am - take shower, have cereal and coffee
10am - phyche class, have cigarette after class
11am - chem class, take coffee to class
my College schedule
12:45pm - meet friends for lunch
1:30pm - attempt to take nap
2pm - study, while listening to music my room
3pm - cigarette break, then back to studying
5pm - make supper
5:30pm - hang out with friends
8pm - head to work, bartender
11pm - cigarette break
1am - go to bed
62. Media Consumption
LIGHT <3 HOURS/WK 3-5 HOURS/WK >20 HOURS/WK
HEAVY
RADIO WHAT DO THEY DO ONLINE?
1-SOCIAL MEDIA
2-INSTANT MESSAGING
3-DOWNLOADING
4-SCHOOL WORK
5-PLAYING GAMES
MOBILE INTERNET 6-READ NEWS/GOSSIP
7-LISTEN TO RADIO
8-VIEW STEAMING VIDEO
9-SHOPPING
10-RESEARCHING HEALTH
TELEVISION
63. Why I like Converse.
VIA FACEBOOK
“I love that my favorite actors and bands wear them too so that
makes me want to wear mine even more”
“my brother had got a pair so i just had to get them and fell in
love with them instantly :D they're just too cool and comfy and
you get AMAZING styles”
“chucks fits my personality well, and you can go to a formal party
and wear chucks! (you could be in a black cocktail dress and have
black converse on)but even if the fashion trend will end I will stick
to chucks no matter what!”
“they still look good if they are all worn out and dirty. they go
with everything and they never go out of style. and compared to
other shoes they are pretty cheap and last a long time. i saw LOTS
of people wearing them and they were in a lot of magazines so i
saw them and liked them and bought a pair.”
64. I buy Converse cause...
Brand that lets me who I am
Canvas for my self-expression
Goes anywhere with anything
Lots of people wear them
Cheap and durable
Here is an outline of the topics for Chapter Three.
Not all consumers are alike &#x2013; different customers have different needs. By segmenting the market and choosing target markets, companies can differentiate their products to provide the benefits that the segments desire. Once a marketer has identified their segment, they can choose media that is targeted to that segment for their advertising.
Not all consumers are alike &#x2013; different customers have different needs. By segmenting the market and choosing target markets, companies can differentiate their products to provide the benefits that the segments desire. Once a marketer has identified their segment, they can choose media that is targeted to that segment for their advertising.
Not all consumers are alike &#x2013; different customers have different needs. By segmenting the market and choosing target markets, companies can differentiate their products to provide the benefits that the segments desire. Once a marketer has identified their segment, they can choose media that is targeted to that segment for their advertising.
Not all consumers are alike &#x2013; different customers have different needs. By segmenting the market and choosing target markets, companies can differentiate their products to provide the benefits that the segments desire. Once a marketer has identified their segment, they can choose media that is targeted to that segment for their advertising.
Not all consumers are alike &#x2013; different customers have different needs. By segmenting the market and choosing target markets, companies can differentiate their products to provide the benefits that the segments desire. Once a marketer has identified their segment, they can choose media that is targeted to that segment for their advertising.
Not all consumers are alike &#x2013; different customers have different needs. By segmenting the market and choosing target markets, companies can differentiate their products to provide the benefits that the segments desire. Once a marketer has identified their segment, they can choose media that is targeted to that segment for their advertising.
Not all consumers are alike &#x2013; different customers have different needs. By segmenting the market and choosing target markets, companies can differentiate their products to provide the benefits that the segments desire. Once a marketer has identified their segment, they can choose media that is targeted to that segment for their advertising.
Not all consumers are alike &#x2013; different customers have different needs. By segmenting the market and choosing target markets, companies can differentiate their products to provide the benefits that the segments desire. Once a marketer has identified their segment, they can choose media that is targeted to that segment for their advertising.
Not all consumers are alike &#x2013; different customers have different needs. By segmenting the market and choosing target markets, companies can differentiate their products to provide the benefits that the segments desire. Once a marketer has identified their segment, they can choose media that is targeted to that segment for their advertising.
Not all consumers are alike &#x2013; different customers have different needs. By segmenting the market and choosing target markets, companies can differentiate their products to provide the benefits that the segments desire. Once a marketer has identified their segment, they can choose media that is targeted to that segment for their advertising.
Not all consumers are alike &#x2013; different customers have different needs. By segmenting the market and choosing target markets, companies can differentiate their products to provide the benefits that the segments desire. Once a marketer has identified their segment, they can choose media that is targeted to that segment for their advertising.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
Positioning is the unifying element of each marketing mix. Product, place, price, and promotional strategies must work to state the product or service&#x2019;s ability to deliver benefits to the consumer. Positioning is discussed in more detail in Chapter 6, but it is important to think about the concept as it is closely tied to the choice of a target market.
There are five criteria for effective targeting, as shown on the slide. First of all, the target must be identifiable. This means that the marketer must be able to see or find the characteristic they have chosen for segmentation. The segment must also be sizeable. It must be large enough to be profitable to the marketer. A stable segment means that the consumers are not &#x201C;fickle&#x201D; and likely to change very quickly. A group of consumers must be accessible to be targeted. The marketer must be able to reach that market in an affordable way. Finally, the target must be congruent with the company&#x2019;s objectives and resources.
This two-by-two matrix is important for understanding types of segmentation schemes. It is possible to break segmentation into two broad groups &#x2013; those that are based on the consumers themselves and those that are based on the consumers&#x2019; interaction or potential interaction with the product and are therefore consumption based. Within each of these two larger types of schemes, segmentation variables can be considered to be based on facts or what is absolutely known and measureable about the consumer versus cognitions, which are abstract and can be determined only through more complex questioning.
Geodemographic segmentation is a popular use of geography in targeting. People who live close to one another are likely to be similar in tastes, incomes, lifestyles and consumption. They might eat similar foods, like the same movies, and take the same types of vacations.
This web link is to Claritas&#x2019; Prizm classifications. If you enter your zip code, you can find out which Prizm clusters are in your area.
Personality traits help us identify what segments are valuable to marketers. For instance, if an innovator also classifies themselves high on an &#x201C;exhibition&#x201D; personality trait, it means they want to be the center of a group and might be important as these are the type of innovators to spread word-of-mouth messages regarding new products and services.
