It may be created based on the following customer characteristics or attributes: “ Registration information " Demographic information Address information Cultural information Pur
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1 1, What is a “Customer Segment”?
“2, Benefits of Segmentation
1 3, Segment Process
“ 4, How to exploit a niche market
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1, What is a “Customer a
= Segment” ?
A customer segment represents a group
of customers based on their common
characteristics It may be created based
on the following customer
characteristics (or attributes):
“ Registration information
" Demographic information
Address information
Cultural information
Purchase history
4 Account information (for Business to Business
Stores only)
4 Other customer information such as interests
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Segmenting your customers into groups
according to their needs has a number of
advantages It can help you to:
" identify your most and least profitable customers
“ focus your marketing on the customers who will
be most likely to buy your products or services
1 avoid the markets which will not be profitable for
you
“ build loyal relationships with customers by
developing and offering them the products and
services they want
1 improve customer service
1 get ahead of the competition in specific parts of the market
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2, Benefits of Segmente a
“ use your resources wisely
" identify new products
“ improve products to meet customer needs
“ increase profit potential by keeping costs
down, and in some areas enabling you to
charge a higher price for your products and services
" group your customers by factors such as
geographical location, size and type of
organisation, type and lifestyle of
consumers, attitudes and behaviour
Trang 63, Segmentation Proces ©
Customer - Data format type c>- -a plan
Marketing Manager
Customer segment data
Data
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Marketing Manager
Paper format Setcustomer Set segmentation | Customer
segment criteria segment
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reports
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4, How to exploit a niche
m segment?
How to find a niche market
“ |t is a good idea to look more closely at
your markets, In order to:
“ identify whether there are any market
segments that are not well covered at the moment
5 think of ways in which you can offer
oroducts or services to fit the individual needs of these segments
Trang 84, How to exploit a niche
= Segment?
How to exploit a niche market
“ To maximise sales to any niche markets you might
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have identified you should:
do your research to find out if such a niche exists and how it could best be served
try to find out as much as you can and develop
expertise in the niche market
Remember that going into niche markets can be a
risky business:
make a business case before you try to enter a niche market
be on your guard for reaction from competitors
already operating in the niche monitor the market and be prepared to move to another niche
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