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Course: CISC 104, Spring 2008School: Northampton Community...
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101 Professor Marketing William Falls Summer B Market Segmentation William Falls, Consultant What Is Marketing? Simple Definition: Marketing is managing profitable customer relationships. Goals: 1. Attract new customers by promising superior value. 2. Keep and grow current customers by delivering satisfaction. What Is a Market? The set of actual and potential buyers of a product. These people share a need or...
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101
Professor Marketing William Falls Summer B
Market Segmentation
William Falls, Consultant
What Is Marketing?
Simple Definition: Marketing is managing profitable customer relationships.
Goals: 1. Attract new customers by promising superior value. 2. Keep and grow current customers by delivering satisfaction.
What Is a Market?
The set of actual and potential buyers of a product. These people share a need or want that can be satisfied through exchange relationships.
Marketing Management
Designing a winning marketing strategy requires answers to the following questions:
1. What customers will we serve?
What is our target market?
2. How can we best serve these customers?
What is our value proposition?
Segmentation & Target Marketing
Market Segmentation:
Divide the market into segments of customers
Target Marketing:
Select the segment to cultivate
Market Segmentation
variables:
Key Geographic Demographic Psychographic Behavioral
No single way to segment a market. May combine more than one variable to better define segments.
Market Segmentation Variables
Geographic Demographic Psychographic Behavioral
Market Segmentation
Geographic:
World region or country Region of country City or metro size Density or climate
Market Segmentation
Demographic:
Age, gender, family size, family life cycle, income, occupation, education, race, religion, etc. The most popular bases for segmenting customer groups. Easier to measure than most other types of variables.
Market Segmentation
Psychographic:
Social class Lifestyle Personality
Market Segmentation
Behavioral:
Occasion segmentation Special promotions and labels for holidays.
(e.g., Hershey Kisses)
Special products for special occasions.
(e.g., Kodak disposable cameras)
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