In this chapter, the following content will be discussed: Market segmentation, segmenting consumer markets, segmenting business markets, segmenting international markets, requirements for effective segmentation.
Trang 1Customer-Driven Marketing
Strategy
LECTURE11
Trang 2§ Market Segmentation
• Topic Outline
Trang 3Market Segmentation
Trang 4Market segmentation: Dividing a market
into smaller segments with distinct needs, characteristics, or behavior that might
require separate marketing strategies or mixes
Market Segmentation
Trang 5§ Segmenting consumer markets
Market Segmentation
Trang 6Market Segmentation
Trang 7Market Segmentation
market into different geographical units such as nations, regions, states,
counties, or cities
Trang 8Market Segmentation
Demographic segmentation divides the
market into groups based on variables
such as age, gender, family size, family life cycle, income, occupation, education,
religion, race, generation, and nationality
Trang 9Market Segmentation
Age and life-cycle stage segmentation is
the process of offering different products or using different marketing approaches for
different age and life-cycle groups
Gender segmentation divides the market
based on gender (male or female)
Trang 10Market Segmentation
Income segmentation
divides the market into
affluent, middle-income or
low-income consumers
Psychographic
segmentation divides
buyers into different groups
Trang 11Demographic Segmentation
Trang 12Market Segmentation
divides buyers into groups based on their knowledge, attitudes, uses, or responses
to a product
Trang 13Market Segmentation
Multiple segmentation is used to identify
smaller, better-defined target groups
Bases
Trang 14Market Segmentation
Trang 15Market Segmentation
Intermarket segmentation divides
consumers into groups with similar needs and buying behaviors even though they are located in different countries
Trang 16Market Segmentation
To be useful, market segments must be:
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Bibliography
Fifteenth Edition, Published by Prentice Hall
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.
edition, McGraw Hill International.
Trang 18The End
"Success doesn't come to you,
you go to it."
Marva Collins