What ?It is a process of disaggregating total market
into a number of submarkets.
Why? Efforts are concentrated on most productive
and profitable segment of market.
Jackwinder Singh Uppal
Identify bases Develop profiles
for segmenting of resulting
the market segments
Bases for Segmenting a market
Geographic Demographic Psychographic
segmentation segmentation segmentation
Dividing the markets Demographic variables
into different geographic Age, Gender
units. Family size, family life
City or metro size Income
Country, etc Nationality
Social class Occasions
Personality User status
characteristics Usage rate
Attitude toward product
Requirements for effective
Find an advertisement from a hospitality or travel
company that targets a specific segment, such as
children, young adults, seniors, upper income
customer, and so on.
Then visit a location of that company.
What does the company do at that location with its
marketing mix to attract the segment that it targeted
in the advertisement? This can include sales
promotions, signage, promotion mix, location of the
company, and pricing of products.