In this chapter, the following content will be discussed: Market segmentation, segmenting consumer markets, segmenting business markets, segmenting international markets, requirements for effective segmentation.
LECTURE11 Customer-Driven Marketing Strategy Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 11- 11 ã Đ Topic Outline Market Segmentation Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- Market Segmentation Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- Market Segmentation Market segmentation: Dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- Market Segmentation § Segmenting consumer markets § Segmenting business markets § Segmenting international markets § Requirements for effective segmentation Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- Market Segmentation • Segmenting Consumer Markets Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- Market Segmentation ã Đ Segmenting Consumer Markets Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- Market Segmentation • Segmenting Consumer Markets 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 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- Market 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) Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- Market Segmentation • Segmenting Consumer Markets Income segmentation divides the market into affluent, middle-income or low-income consumers Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 10 Demographic Segmentation • Age and Life-Cycle Stage • Gender • Income • Generation • Social Class ã Occupation Copyright â 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 11 Market Segmentation • Segmenting Consumer Markets Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product § Occasions § Benefits sought § User status § Usage rate § Copyright Loyalty © 2012 Pearson Education, statusInc § Publishing as Prentice Hall 1- 12 • Market Segmentation Using Multiple Segmentation Bases Multiple segmentation is used to identify smaller, better-defined target groups Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 13 Market Segmentation • Segmenting International markets Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 14 Market Segmentation • Segmenting International Markets Intermarket segmentation divides consumers into groups with similar needs and buying behaviors even though they are located in different countries Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 15 Market Segmentation • Requirements for Effective Segmentation To be useful, market segments must be: Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 16 Bibliography § § § § Principles of Marketing by Philip Kotler & Gary Armstrong Fifteenth Edition, Published by Prentice Hall Marketing Management – A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc Principles and Practices of Marketing by Jobber, D 4th edition, McGraw Hill International Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 17 The End "Success doesn't come to you, you go to it." Marva Collins Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 18 ... Prentice Hall 1- Market 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... Principles and Practices of Marketing by Jobber, D 4th edition, McGraw Hill International Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin Copyright ©... Hall 1- 10 Demographic Segmentation • Age and Life-Cycle Stage • Gender • Income ã Generation ã Social Class ã Occupation Copyright â 2012 Pearson Education, Inc Publishing as Prentice Hall 1- 11