1. Remember This:
Levels of Market Segment
Mark Anthony G. Carpio
V60 Marketing Management
Professor Bond De Ungria
www.markanthonycarpio.blogspot.com
2. Identifying market segments and targets:
Levels of Market Segmentation
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Concept 1-3
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1 size fits all
approach
Same set of needs
and wants
Distinctive set of
needs
Local Community
Customization
approach
3. Imagine holding your Ipod,
thinking which songs to play
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5. Selecting the “Genre” of songs
is like
SEGMENT MARKETING
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6. Selecting the “Artist” that you like
Can be related as
NICHE MARKETING
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7. Selecting your ” favorite song” of that
artist is like
INDIVIDUAL MARKETING
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8. Identifying market segments and targets:
Levels of Market Segmentation
www.jeandeguzman@blogspot.com
Concept 1-3
www.markanthonycarpio.blogspot.com
1 size fits all
approach
Same set of needs
and wants
Distinctive set of
needs
Local Community
Customization
approach
9. Remember This:
Levels of Market Segment
Mark Anthony G. Carpio
V60 Marketing Management
Professor Bond De Ungria
www.markanthonycarpio.blogspot.com
Editor's Notes
1. Core Benefit ----the fundamental need or want that consumers satisfy by consuming the product or service.2. Generic Product----a version of the product containing only those attributes or characteristics absolutely necessary for it to function.3. Expected Product----the set of attributes or characteristics that buyers normally expect and agree to when they purchase a product.4. Augmented Product---inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors.5. Potential Product---all the augmentations and transformations a product might undergo in the future.
1. Core Benefit ----the fundamental need or want that consumers satisfy by consuming the product or service.2. Generic Product----a version of the product containing only those attributes or characteristics absolutely necessary for it to function.3. Expected Product----the set of attributes or characteristics that buyers normally expect and agree to when they purchase a product.4. Augmented Product---inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors.5. Potential Product---all the augmentations and transformations a product might undergo in the future.
