1 / 10

Market Segmentation

Market Segmentation. The segmentation challenge:. • dividing the market into homogeneous sub-groups. • deciding which dimensions should be used as the base of the segmentation. The motivation to segment:. • reduce the market acceptance risk for the product.

jamil
Télécharger la présentation

Market Segmentation

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Market Segmentation

  2. The segmentation challenge: • dividing the market into homogeneous sub-groups • deciding which dimensions should be used as the base of the segmentation

  3. The motivation to segment: • reduce the market acceptance risk for the product • increase marketing efficiency • direct marketing efforts at those who are more likely to accept the product

  4. General Segmentation Strategies Concentration Strategy • serve one segment Multisegment Strategy • serve more than one segment

  5. Bases of Segmentation Geographic Demographic Usage Psychological

  6. Organizational Market Segmentation • Type of Customer • SIC Code • End Use • Common Buying Factors • Buyer Size and Geography

  7. Effectively Segmenting the Market Single-base vs. Multi-base Art or Science? How would you decide?

  8. Effective Segmentation Five Criteria: 1 – clear identification 2 - needs 3 – effective demand 4 – economic accessibility 5 – positive response

  9. The Process of Market Segmentation 1 – identify relevant purchase-decision variables 2 – collect and analyze data to identify potential segments 3 – apply the criteria of a good segment 4 – select one or more segments 5 – develop a plan to reach the desired segment(s)

  10. The Big Picture Segmentation should allow the marketer to present the product to a market that is ready to buy • avoid marketing to customers that are unlikely to buy

More Related