Assignment Marketing

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List some of the demographic trends of interest to marketers in your country and discuss whether these trends pose opportunities or threats for marketers

Behavioral Segmentation can help firms build up product usage. Explain how companies can improve their sales using occasions as base for segmentation.

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Assignment Marketing

  1. 1. 2013 ASSIGENMENT NO # 4 Submitted to: Miss Anam Tanveer PRINCIPLES OF MARKETING SUBMITTED BY: BASEER KHAN 12002001010 4/26/2013
  2. 2. List some of the demographic trends of interest to marketers in your country and discuss whether these trends pose opportunities or threats for marketers Demographic segmentation This segment divides the market into groups based on variables such as gender, family size, family life cycle, income, occupation, education, religion, race, generation and nationality. Demographic factors are the most popular bases for segmenting customer groups. One reason is that consumer needs, wants and usage rates often vary closely with demographic variables. Another is that demographic variables are easier to measure than most other types of variables. Even when marketers first define segments using other bases, such as benefit sought or behavior, they must know segment demographic characteristics in order to assess the size of the target market and to reach it efficiently. For example, Pizza hut targets younger lot and offered variety of delicious piazza with multiple choices of topping that make Piazza most favorite food for younger generation. Changes in the marketing environment can make markets larger or smaller orsometimes create new markets. Market opportunities typically arise when marketsincrease in size or new markets are created. Age and life cycle segmentation This segment involves dividing a market into different age and life- cycle groups. Gender segmentation This segment involves dividing a market into different groups based on gender. Income segmentation This segment involves dividing a market into different income groups. Population Pakistan is one of the most populous countries in the world, though the population is distributed rather unevenly. More than half of the population is in Punjab; on the other hand, Balochistan, the largest province in terms of area, has significant areas with virtually no settled population. Likewise, within each province, the population further pools in various areas. Education The literacy rate of females in Pakistan is at 39.6 percent compared to that of males at 67.7 percent.The objectives of education policies in Pakistan aim to achieve equality in education between girls and boys and to reduce the gender gap in the educational system. However, the 2|Page
  3. 3. policy also encourages girls, mainly in rural areas of Pakistan, to acquire basic home management skills, which are preferred over full-scale primary education. The attitudes towards women in Pakistani culture make the fight for educational equality more difficult. The lack of democracy and feudal practices of Pakistan also contribute to the gender gap in the educational system.This feudal system leaves the underpowered, women in particular, in a very vulnerable position. The long-lived socio-cultural belief that women play a reproductive role within the confines of the home leads to the belief that educating women holds no value. Marketers should keep these facts in mind as threats. Literacy rate affect an economy A country is considered developed when it's citizens possess the knowledge and skills they need and majority of them are highly educated. When literacy rate is high, people can have better jobs, thus increasing the GNP and per capita income aside from providing a decent life. This can constitute as opportunity as well as threat. Legislation Organizations must deal with laws at the international, federal, state, and local levels. Laws promoting competition focus on outlawing practices that give a few firms unfair competitive advantages over others. The specific impact of these lawsdepends on court rulings that may change over time or differ at the state and national levels. 3|Page
  4. 4. Behavioral Segmentation can help firms build up product usage. Explain how companies can improve their sales using occasions as base for segmentation. Behavioral segmentation Dividing a market into groups based on consumer knowledge, attitude, uses, or responses to a product. Occasion segmentation Dividing the market into groups according to occasion when buyer gets the idea to buy, actually make their purchase, the purchased item. Buyers can be grouped according to occasions when they get the idea to buy, actually make their purchase, or use the purchased item. Occasion segmentation can help firms build up product usage.Products such as chocolates and premium foods will sell on festivals. Similarly, confectioneries will sell when there is a party. Thus these products are generally targeted by behavioral segmentation.The more loyal your customer is to you, the more your customer base will increase. The best example of behavioral segmentation by loyalty is observed in the hospitality segment wherein airlines, hotels, restaurants and others give their best to provide the best service possible such that they can retain their customer. Benefits sought– Several products are targeted towards the benefits sought by the customer. Recently, there has been a war between Colgate and sensodyne to target the people who have sensitive teeth. 4|Page

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