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Types of Segmentation

Types of Segmentation. Complete Segmentation. No Segmentation. B. 1A. 1. 2. 2B. 1A. 1. A. B. A. 1. 1B. 3B. B. 3. 3A. A. 3. Segmentation after income brackets (1, 2 und 3). Segmentation after age brackets (A und B). Segmentation after age- and income brackets.

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Types of Segmentation

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  1. Types of Segmentation Complete Segmentation No Segmentation B 1A 1 2 2B 1A 1 A B A 1 1B 3B B 3 3A A 3 Segmentation after income brackets(1, 2 und 3) Segmentation afterage brackets(A und B) Segmentation afterage- and incomebrackets

  2. Define theproblem Developthe researchplan Collect the information Analyze theinformation Present thefindings andmake decision

  3. Getting Data Data Sources Primary Sources Secondary Sources Internal Data External Data Observation Survey Experiment Focus-Groups

  4. Types ofQuestions Closed-endQuestions Open-endQuestions

  5. geographic • demographic • psychographic • behavioral

  6. demographic • operating variables • purchasing approaches • situational factors • personal characteristics

  7. measurable • substantial • accessible • differentiable • actionable

  8. The Market M1 M1 M1 P1 P2 P3

  9. Suppliers Potentialentrants Industrycompetitors(Segment rivalry) Substitutes Buyers

  10. M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 P1 P1 P1 P1 P1 P2 P2 P2 P2 P2 P3 P3 P3 P3 P3

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