Brand experience Peoria City Soccer Presentation.pdf
Chapter 4 segmentation
1.
2. • Companies that sell goods and services
cannot appeal to all buyers in those
markets, or at least to all buyers in the
same way.
• Buyers too numerous, too widely
scattered, and too varied in their needs
and buying practices.
3. • It involves aggregating potential buyers
into groups that:
– Have common needs
– Respond similarly to a marketing action
• The groups that result from this procedure
are known as Market Segments.
4. • When market segments happens,
companies are being more choosy about
the customers with whom they wish to
build relationships.
• Companies moved away from mass
marketing, and towards market
segmentation and targeting.
• Instead using shotgun approach, firms
are focusing on the buyers who have
greater interest in the values (Rifle
approach)
5.
6. • Market consist of buyers, and buyers
differ in one or more ways.
• Differ in what they wants, needs,
resources, locations, and others.
• Because of that, it will create a
separate market.
•So how would we
identify the
separate market?
7.
8.
9. • There is NO SINGLE
way to segment a
market.
• A marketer has to try different
segmentation VARIABLES,
alone and IN
COMBINATION, to find the
best way to view the market
structure.
• The major variables are:
– Geographic
– Demographic
– Psychographic
– Behavioral
– Others
11. Combines demographic data with
geographic data to create richer,
more detailed profiles.
12.
13. • Demography involves the statistical study of human
populations. As a very general science, it can
analyze any kind of dynamic living population, i.e.,
one that changes over time or space.
• Dividing the market into groups based on
variables such as:
– Age
– Gender
– Family size
– Race
– Nationality
14. Demographic segmentation is defined as
a market segmentation method based
on variables such as age, gender,
income etc
20. This framework was developed by the Taylor
Nelson research agency. The model similarly
divides consumers into three main groups
each with its own sub-groups
21.
22.
23.
24.
25. This framework identifies four categories of variables that
have an influence on organizational buying decisions .
Environmental
Organizational
Interpersonal
Individual
26.
27. Sheth (1973) developed model that has some elements in
common with the Webster–Wind framework but also has
more of an emphasis on the psychology of the decision-
making process. He identified the importance of four main
factors that influence organizational buyer behavior:
28.
29. Sheth identified the importance
of four main factors that
influence organizational buyer
behavior
30.
31. The Sheth model outlines two sets of factors
that will determine the particular buying
process for a specific product or service.The
first set of factors relates to the product
itself:
Perceived risk
Time pressure
Type of purchase
he organization’s orientation
Size of the organization
Degree of centralization/decentralization
32. Sheth’s model identifies two types of decisions:
independent decisions are taken by an individual and are relatively
straight forward.
Joint decisions are undertaken by more than one individual. As the
model has already indicated each individual has a unique set of
factors influencing them and therefore some level of conflict is
likely.
The manner in which these conflicts are resolved affects the final
decision. The model outlines four approaches to making decisions:
