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  1. 1. SEGMENTATION<br />
  2. 2. Mass Marketing<br />Same product to all consumers <br />(no segmentation)<br />Segment Marketing<br />Different products to one or more segments<br />(some segmentation)<br />Step 1. Market SegmentationLevels of Market Segmentation<br />Niche Marketing<br />Different products to subgroups within segments<br />( more segmentation)<br />Micromarketing<br />Products to suit the tastes of individuals or locations <br />(complete segmentation)<br />
  3. 3. Step 1. Market SegmentationBases for Segmenting Consumer Markets<br />Geographic<br />Nations, states, <br />regions or cities<br />Demographic<br />Age, gender, family size and life cycle, or income <br />Psychographic<br />Social class, lifestyle, or personality<br />Behavioral<br />Occasions, benefits, uses, or responses<br />
  4. 4. Measurable<br />Step 1. Market SegmentationRequirements for Effective Segmentation<br />Accessible<br />Substantial<br /><ul><li> Size, purchasing power, profiles
  5. 5. of segments can be measured. </li></ul>Differential<br /><ul><li> Segments must be effectively
  6. 6. reached and served.
  7. 7. Segments must be large or profitable enough to serve.</li></ul>Actionable<br /><ul><li> Segments must respond differently to different marketing mix elements & actions.
  8. 8. Must be able to attract and serve the segments.</li></li></ul><li>Advantages and disadvantages of segmentation<br />guides marketing research<br />improves satisfaction<br />improves forecasting<br />identifies competition and opportunities<br />increases marketing costs<br />proliferation of products<br />consumer backlash<br />limits general popularity<br />