This document discusses market segmentation in marketing. It defines market segmentation as dividing the complete market into smaller subsets of consumers with similar tastes, demands, and preferences. It provides the basis for segmentation as income, age, marital status, and occupation. It lists the 8 steps in market segmentation and the main types as demographic, psychographic, behavioral, and geographic. It explains the significance of segmentation as increasing sales, enhancing profits, providing better opportunities for growth, and allowing for a better matching of customer needs.

1. Market
segmentation
In Marketing Management

2. Table of Contents
01
Market
04
Types
02
Segmentation
04
Significance
06
Conclusion
03
Market
segmentation

3. Market
The sum total of all the
buyers and sellers in the
area or region.

4. Segmentation
Dividing the market place
into parts or segments

5. Market
segmentation
Market segmentation is a marketing concept which
divides the complete market set up into smaller
subsets comprising of consumers with a similar
taste, demand and preference.
§ A market segment is a small unit within a large market
comprising of like minded individuals

6. “Market segmentation is the
subdividing of customers into a
homogeneous subset of customers
where any subset may conceivably
select as a market target to be
reached with a distinct marketing
mix.”
-Philip kotler

7. Basis of market segmentation:
Income
High
income
Age Group
Mid
income
Low
income

8. Marital
status
Occupation

9. 8 steps in Market Segmentation:
1.Identify
the
target
market
2.Identify
expectations
of Target
Audience
3.Create
Subgroups
4. Review the
needs of the
target
audience
5. Name
your
market
Segment
6.
Marketing
Strategies
7.Review the
behaviour
8.Size of the Target Market

10. Types of Market segmentation:
Psychographic
Demographic
Behavioral
Geographic

11. Demographic
segmentation
Demo means people,graph
means measure or
study.Study of people or
population

12. Psychographic
segmentation
psychological traits that
influence consumption
habits drawn from
people's lifestyle and
preferences

13. Geographic Segmentation
Based on the region they live or work in. Geographic
segmentation refers to the classification of market
into various geographical areas. A marketer can’t have
similar strategies for individuals living at different
place

14. Behavioral segmentation:
It refers to a process in marketing that
divides customers into segments
depending on their behavior patterns
when interacting with a particular
business or website. ... Their
purchasing behavior & tendencies,
such as buying on special occasions
like birthdays or holidays only

15. Knowledge of customer needs
Knowledge of marketing opportunities
Better assessment of the competition
Effective advertising appeals
Benefits to the consumer
Significance &benefits:
Increases sales
Enhanced profits for
business
Better opportunities for growth
Better matching of customer
needs
Gain share of the market

16. Market segmentation is an art of dividing the market
a good understanding market
segmentation leads to great marketing strategy
Conclusion: