09. market and market segmentation

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09. market and market segmentation

  1. 1. Market and Market Segmentation Rajeev Shrestha Lecture 9 – March 29, 2012
  2. 2. Market and Market Segmentation Topic Outline Market and its types Customer-Driven Marketing Strategy Market Segmentation Market Targeting Differentiation and Positioning
  3. 3. Psychographic Segmentation Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits Levi’s – Go Forth
  4. 4. Behavioral segmentation It divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product  Occasions  Benefits sought  User status  Usage rate  Loyalty status
  5. 5. Behavioral segmentationDairy Milk
  6. 6. Multiple Segmentation Bases Multiple segmentation is used to identify smaller, better-defined target groups Geo-demographic segmentation is an example of multivariable segmentation that divides groups into consumer lifestyle patterns
  7. 7. Segmenting Business Markets Similar to those of the consumer market Additional  Operating characteristics  Purchasing approach  Situational factors  Personal characteristics
  8. 8. Segmenting International market Geographic Economic location factors Political- Cultural legal factors factors
  9. 9. Segmenting International market Inter-market segmentation divides consumers into groups with similar needs and buying behaviors even though they are located in different countries
  10. 10. Requirements for EffectiveSegmentationMeasurable Accessible Substantial Differentiable Actionable

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