Market segmentation power-point on the different variables involved in segmenting the market

1. Market
Segmentation
By Rachel Rooney, Sam Välkesalmi, Christy
Smith, Marcel Ruetten

2. What are Markets
*A market is a place where goods and services are
bought and sold.
*Members of a market must need or want a particular
product or service
*They must have the ability to purchase the product or
service
*They must be willing to use their buying power
*They must have the authority to buy the products or
service

3. What is a consumer market
• A) Markets dominated by products and services designed for
the general consumer
• B) Market place where groups/individuals purchase products for
re-sale, direct use and producing other products or to use in
general daily operations
• C) All of the above

4. Correct answer is
A

5. What is market segmentation
• When a large homogenous market is divided into clearly
identifiable segments with similar needs wants or demand
characteristics
• Consumers in the same segments should respond
similarly to marketing actions

6. Market segments in a consumer
market
• Geographic
• Psychographic
• Behaviouristic
• What is the missing segment?

7. The correct answer is
Demographic

8. Demographic variables
• There are 11 demographic variables
• The team that names them will get 2 points

9. Answers
• Age
• Gender
• Race
• Ethnicity
• Income
• Education
• Occupation
• Family size
• Family Life Cycle
• Religion
• Social class

10. Are these variables…
• Volume usage
• End usage
• Benefit expectations
• Brand loyalty
• Price sensitivity
A) Psychographic, B) Geographic or C) Behaviouristic

11. The Correct answer is C)
Behaviouristic.

12. What is the missing Psychographic
variable?
• Personality attributes
• Motives
• ??????

13. The Answer is Lifestyle.

14. Geographic Variables
• Region
• City Size
• Population
• Urban (suburban), (rural)
• Market Density
• Geodemographic Segmentation

15. • Video 1
• Video 2
• Video 3

16. References
• Marketing strategies and concepts textbook
• Businessdictonairy.com

17. THANK YOU!