Market segmentation

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Slides from presentation on segmentation from MBA marketing course

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  • thanks Justine, good stuff.Andrew
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  • The site originally featured tech “tips” that recommended calorie counting, finding recipes and watching cooking videos as ways for women to get the most from a laptop.
  • I just threw up in my mouth a little bit
  • Market segmentation

    1. 1. Segmentation
    2. 2. How do we serve customers with varied needs?
    3. 3. Age
    4. 4. Sex (Pat?)
    5. 5. Race (who the hell is this?)
    6. 6. Behavior
    7. 7. Taste
    8. 8. Why use segmentation?
    9. 9. Serve different consumer preferences
    10. 10. Communicate with customers
    11. 11. reads watchespet s i o n a l t w o k i d s i n c o m e $ 5 drives “Gina is a busy mom. She wants to feed her family high quality, healthy food. She works full time, so she needs prepared meals and stores conveniently located and fast to shop in. Gina wants value, but also will pay a little extra for convenience and time savings.”
    12. 12. 10-minute Exercise 1. Build 2 profiles for your team company 2. Document them on the white board 3. Select one member to present
    13. 13. Segmentation gone wrong
    14. 14. Business Home Desktop Portable
    15. 15. Perceptual mapping
    16. 16. Perceptual Mapping Start with companiesconsumersproducts Position on x-y graph classy practical sportyconservative
    17. 17. wasteful fuel efficient largesmall Try other dimensions
    18. 18. Single Family MatureYouth Try other dimensions
    19. 19. 5 - minute Exercise 1. Create 2 perceptual maps for Classic Airlines 2. Draw on white board Single Family MatureYouth

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