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The Market Segmentation Process WTUC http://www.4cconsulting.com/uploadedImages/Management_consultancy/Intelligence_and_strategy/Segmentation.jpg
Importance of Market Segmentation in Advertising ,[object Object],[object Object],http://attractionmarketing.com/images/ad-Verizon.jpg
2-Step Strategy ,[object Object],[object Object]
Applying the Strategy Large market group ,[object Object],[object Object]
Target market-  which lays the foundation for developing the proper mix of marketing activities-including advertising General  Population of consumers http://www.intomartgfk.nl/images/bg_logo.gif
[object Object],[object Object],[object Object]
Types of Targets ,[object Object],[object Object],Target market Target audience
Types of Markets ,[object Object],[object Object],[object Object],[object Object],Business Markets Consumer Markets
[object Object],[object Object],[object Object],[object Object],Business Markets Consumer Markets
http://futuresightconsulting.com/assets/images/FSC_Focus_MarketTargetingAndProfiling.jpg
Finding the Right Niche http://www.valicon.net/uploads/whowhatwhy_eng_popravki.gif
http://www.fivetwelvegroup.com/clientzone/uploads/images/FiveTwelve_Group_Segmentation_levels_v2.jpg
Behavioristic Segmentation ,[object Object],[object Object],[object Object],[object Object]
User-Status Variables ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Usage-Rate (Volume) Variables ,[object Object],[object Object],[object Object]
 
http://pewsocialtrends.org/assets/images/94.gif
http://z.hubpages.com/u/517176_f260.jpg
Purchase-Occasion Variable ,[object Object],[object Object],[object Object],[object Object]
 
 
Benefit-Sought Variable ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
http://ignitepartnership.com/blog/wp-content/uploads/personal%20brand%20pyramid.png
http://tomfishburne.typepad.com/tomfishburne/images/2008/02/10/080211attribute.jpg
What’s the User Benefit here?
High-Quality Benefit
What’s the User Benefit here?
Low Price benefit
What’s the User Benefit here?
Status Benefit
What’s the User Benefit here?
Status Benefit
What’s the User Benefit here?
Sex Appeal Benefit
What’s the User Benefit here?
Good Taste Benefit
What’s the User Benefit here?
Health Conscious Benefit
What’s the User Benefit here?
Brand Symbol Benefit
Geographic Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]
http://www.census.gov/econ/census02/img/division.gif
Demographic Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
http://www.insidefacebook.com/wp-content/uploads/2009/02/20090201fbdemobar.png
Geodemographics Segmentation ,[object Object],[object Object]
https://www.dataexpress.vedaadvantage.com/newdesign/i/homepages/main_banner-landscape.jpg
Psychographic Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
http://www.media-studies.ca/articles/images/VALS.jpg Basic principles or values Tangible markers of success or accomplish-ments Desire for experiences or risk
Example: Company that markets high-end motorcycles ,[object Object],[object Object]
http://www-edc.eng.cam.ac.uk/betterdesign/images/rsz_marketsegintrotop__130.gif
http://www.clickz.com/_imgs/graphics/032608media-attitude.gif
What’s the psychographic element here?
What’s the psychographic element here?
http://www.marketsegmentation.com/images/ServiceBenefits.gif
http://www.consumerpsychologist.com/images/intro/consumer_behavior.png
Group discussion ,[object Object],[object Object]
Hardee’s Ad:  Who’s the Target Market?
Hardee’s Thickburger Target Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Spicyparis.com’s traffic shot so high that it crashed the server
Another Hardee’s ad ,[object Object]
[object Object],[object Object]
Assignment 1 due Week 5 ,[object Object],[object Object],[object Object]

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Investment in The Coconut Industry by Nancy Cheruiyot
 

The Market Segmentation Process