Benefit or Need-based Segmentation

Benefit or Need-based Segmentation - 1 University of North...

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Unformatted text preview: 2/14/2008 1 University of North Texas y Most consistent with marketing concept y Underlies most segmentation schemes y Examples y Toothpaste ‐‐ sociables, worriers, sensories, other y Paint ‐‐ novice, expert, price conscious y Snackfoods ‐‐ guilty, nutritious, low cal, etc. y Procedure for segmenting markets is not complicated ‐‐‐ 2/14/2008 2 University of North Texas Identify & Select Segmentation Base Equipment Needs (Benefits) Create Market Segments Cluster Analysis (Statistical Procedure) Profile Market Segments Cross-tabulate clusters with demographics & 2/14/2008 University of North Texas 3 psychographics Very Un- Important 1 2 3 4 5 6 7 Important Availability of professional trainers 1 2 3 4 5 6 7 Full range of free weights 1 2 3 4 5 6 7 Full range of nautilus type exercise achines 1 2 3 4 5 6 7 machines I n d o o r t r a c k 1 2 3 4 5 6 7 Racquet ball facilities 1 2 3 4 5 6 7 Day care facilities available during all hours of operation 1 2 3 4 5 6 7 Wet area including sauna, steam rooms, whirlpool 1 2 3 4 5 6 7 T a n n i n g f a c i l i i t e s 1 2 3 4 5 6 7 L o w P r i c e 1 2 3 4 5 6 7 ull range of aerobic equipment Full range of aerobic equipment, including treadmills, stairstepping machines, bicycles, etc. 1 2 3 4 5 6 7 C l e a n l i n e s s o f f a c i l i t i e s 1 2 3 4 5 6 7 Exercise classes such as aerobics, 1 2 3 4 5 6 7 2/14/2008 University of North Texas 4 dance, etc. he statistical procedure to use is “cluster analysis”...
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Benefit or Need-based Segmentation - 1 University of North...

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