Session 11 MG220 Marketing Management BBA Section C

1. Part 3: Connecting with Customers > Overall Review of Chap 5,6 & 7 > Levels of Market Segmentation: Review > Segmenting Consumer Markets: Review > Quiz 3 (Chap 5-7 | Session 8-10) Class Presentation | Session 11 | 15 Sep 2010

2. Levels of Market SegmentationFrom Mass-Marketing to Micro-Marketing Mass Marketing – basis for Segmentation Mass Marketing is: Mass Production, Mass Distribution and Mass Promotion of one product for all buyers COKE’s 300 Ml bottle for everyone Micro-Marketing is done at one of four levels: Segments - Segment Marketing Niches – Niche Marketing Local Areas – Local Marketing Individuals - Customerization MG 220 Marketing Management 2

3. Segmenting Consumer Markets Different Segmentation Variables: Geographic Demographic Age & Lifecycle Life Stage Gender Income Generation Social Class Psychographic Behavioral Decision Roles Behavioral Variables The Conversion Model MG 220 Marketing Management 3

4. Review of Chap 5,6 & 7 Class Discussion MG 220 Marketing Management 4

5. Mid-Term 1Covered Syllabus CHAP # Coverage | Source Chap 1 Complete | Book + Slides Chap 2 Complete | Book + Slides Chap 3 Complete | Slides Chap 4 Complete | Slides Chap 5 Building Customer Value, Satisfaction…(Complete | Book + Slides) Maximizing Customer Lifetime Value (Complete | Book + Slides) Cultivating Customer Relationships (SKIM – Slides only)Customer Databases & …(SKIM – Slides only) Chap 6What influences Consumer Behavior (Complete | Book + Slides) MG 220 Marketing Management 5

6. Part 3: Connecting with Customers > Levels of Market Segmentation: Review > Segmenting Consumer Markets > Bases for Segmenting Business Markets > Market Targeting Class Presentation | Session 12 | 27 Sep 2010