Market Segmentation & Target Marketing

Market Segmentation & Target Marketing - Markets...

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Unformatted text preview: Markets & Market Segments Market Segmentation & M k S i Target Marketing Dr. Kenneth N. Thompson University of North Texas Denton Marketing Foundations 2/11/2008 University of North Texas 1 Marketing Management Process Market Opportunity A l i Analysis Product/Market Selection Market Segmentation Marketing Foundations Market Targeting Develop Marketing Plan Market Positioning Implement & Control 2/11/2008 Develop Marketing Mix University of North Texas 2 2/11/2008 Marketing Foundations 1 Markets & Market Segments The Market Opportunity Analysis Define Relevant Product/Market Marketing Foundations Define Market Segments Competitor Analysis Customer Analysis Industry Analysis Demand Analysis Select Market 2/11/2008 Target(s) University of North Texas 3 Overview Examples of Market Segmentation Levels of Market Segments General Procedure for Segmenting Markets Procedural steps & range of tools Range of segmentation bases R Range of profiling variables f fili i bl Marketing Foundations Examples of the Segmentation Process Creating benefit segments Creating usage rate segments 2/11/2008 University of North Texas 4 2/11/2008 Marketing Foundations 2 Markets & Market Segments Tooth Paste Market Marketing Foundations Diverse needs Diverse characteristics No single "product" possible General Sensories Sociables Worriers 2/11/2008 University of North Texas 5 British Paint Market Marketing Foundations Diverse needs No single "product" possible Diverse characteristics Ge e a General Crafty Craftsman Helpless Homemaker Cost-conscious Couple 2/11/2008 University of North Texas 6 2/11/2008 Marketing Foundations 3 Markets & Market Segments Snackfood Market Benefit Segments Marketing Foundations Indiscriminate Snacker (15%) Party Snacker (15%) Economical Snacker (18%) Guilty Snacker (9%) Weight Watcher (14%) 2/11/2008 University of North Texas Nutritional Snacker (22%) 7 Profiling Snackfood Segments Percentage of Snackers Life-Style Characteristics Benefits Sought Nutritional Snackers 22% Self-Assured Controlled Nutritious Not artificial Natural Light Fruits Vegetables Cheese Weight Watchers 14% Outdoor Influential Venturesome Guilty Snackers 9% Party Snackers 15% Indiscriminate Snackers 15% Hedonistic Economical Marketing Foundations Snackers 18% Self-assured Price-oriented Good Tasting High Anxiety Sociable Isolate Low Calorie Low Calorie Good to Serve Good Tasting Best Value Quick Energy Good Tasting Good Tasting Satisfies Hunger Low price Goes Well with Beverage Light Yogurt Vegetables Heavy Yogurt Cookies Crackers Candy Average Nuts Chips Crackers Pretzels Heavy Ice cream Cookies Chips Candy Popcorn Younger Single Average No specific products Consumption Level Types Eaten Demographics 2/11/2008 Better Younger Lower SEC Middle-Aged Single Nonurban Educated Females Have younger Children University of North Texas Larger families Better educated 8 2/11/2008 Marketing Foundations 4 Markets & Market Segments Levels of Market Segments Most Members Very Heterogeneous Mass Market or Total Product/Market Toothpaste Product Marketing Foundations Market Market Segment Sociables Segment (White Teeth; Fresh Breath) Niche Smoker Niche (Pearl Drops) Fewest Members Very Homogeneous 2/11/2008 Individual Market University of North Texas 9 Mass Marketing Marketing Foundations Mass production mass distribution mass production, distribution, promotion of one product for all buyers Complements the "production concept" Model T -- "any color, as long as its black." Coca Cola -- for years sold only one p y y product in one size. Appropriate during early phases of the product's life cycle 2/11/2008 University of North Texas 10 2/11/2008 Marketing Foundations 5 Markets & Market Segments Mass Marketing Marketing Foundations Pros Creates largest potential market Scale economies lead to cost reductions, lower red ctions lo er prices, higher margins 2/11/2008 Cons Many markets are too splintered Customer wants & needs are too diverse emplo di erse to employ "one size fits all" strategy 11 University of North Texas Market Segments Large identifiable subgroups within the t t l or mass market th total k t Consumers within segments are more similar in terms of Wants & needs Characteristics Marketing Foundations Similar, but not identical Degrees of dissimilarity still exists Overlap in needs -- not identical needs University of North 12 within segments Texas 2/11/2008 2/11/2008 Marketing Foundations 6 Markets & Market Segments Mass Market Total Fitness Product /Market Marketing Foundations Health Clubs In-Home Recreational Market Segments 2/11/2008 University of North Texas 13 Niches Much more narrowly defined segments Individuals within a niche are very similar with respect to benefits desired characteristics Marketing Foundations Tend to be smaller; attract limited competition Gain competitive advantage by "specializing" on serving a niche very well 2/11/2008 University of North Texas 14 2/11/2008 Marketing Foundations 7 Markets & Market Segments Health Clubs Marketing Foundations Body Building Jan s Jan's Gold's Myotek Family Fitness Gold s Gold's President's Young Singles Gold s Gold's Brickhouse Ladies Only Curves Lady USA Lady of America Fitness Works for Women Ladies Workout Express 15 Probable `Nichers' 2/11/2008 University of North Texas The Market Segmentation Th M k S i Process Marketing Foundations 2/11/2008 University of North Texas 17 2/11/2008 Marketing Foundations 8 Markets & Market Segments Range of P ibl R f Possible Segmentation Bases Marketing Foundations 2/11/2008 University of North Texas 19 Bases for Segmenting Consumer Markets Geographic Political boundaries Climatic regions Population boundaries Demographic Age Sex Race Ethnicity Marital status Family size Family life cycle Social Class Marketing Foundations Occupation Psychographic Education Life Style Income Personality 2/11/2008 University of North Texas 20 2/11/2008 Marketing Foundations 9 Markets & Market Segments Bases for Segmenting Consumer Markets Consumption Behaviors Usage rates -- heavy vs. light Usage occasion Product types Brand loyalty Type of store Shopping frequency Timing of purchase Preferences & Predispositions Marketing Foundations Product knowledge Product and brand attitudes Desired benefits & features Consumption problems Media preferences & habits 2/11/2008 University of North Texas 21 Geographic Segmentation Marketing Foundations Political boundaries (cities, counties, states, regions, countries) Coke Frito-Lay Frito WalMart Climatic differences 2/11/2008 Raid Insect Poisons Sporting goods Heating & cooling equipment Clothing University of North Texas 22 2/11/2008 Marketing Foundations 10 Markets & Market Segments Demographic Segmentation Marketing Foundations Divide market into groups based on demographic traits Most popular base because Needs, wants, usage rates often closely tied to demographics Easy to measure and much secondary data are available Even if another base is used, must still use demographics to profile the segment 2/11/2008 University of North Texas 23 Demographic Segmentation in Action Age g Centrum American Home Products Centrum, Centrum Jr., Centrum Silver Marketing Foundations Gender Long used for segmenting clothing, hairdressing, cosmetics, magazines. Rogain targeted to men Chevrolet devotes 30% l td t Ch of ad budget to women & sponsors career conferences for women Eve & Virginia Slims 24 Caltrate for seniors E Ensure McDonald's targets children, teens, adults, seniors with different products, ads & media 2/11/2008 University of North Texas 2/11/2008 Marketing Foundations 11 Markets & Market Segments Rogain... Marketing Foundations 2/11/2008 University of North Texas 25 Rider's Jeans Marketing Foundations 2/11/2008 University of North Texas 26 2/11/2008 Marketing Foundations 12 Markets & Market Segments Demographic Segmentation Income Income (<$10,000, $10,000-$15,000, $15,000- $20,000, etc.) $10,000$15,000 Common for cars, boats, clothing, cosmetics, travel Firms may target lower income groups Family Dollar stores -- customer earns < $17,000 annually, spends $6 per visit. Wal-Mart Wal Hyundai Marketing Foundations Many firms target affluent customers Neiman-Marcus in retailing Neiman Rolex & Rolls Royce Joy 2/11/2008 University of North Texas 27 Segmenting based on income; Positioning based on i income, lifestyle Marketing Foundations 2/11/2008 University of North Texas 28 2/11/2008 Marketing Foundations 13 Markets & Market Segments Family Life Cycle A composite demographic Marketing Foundations Middle-aged divorced without children Young single with children Young i d married without children Young divorced without children Young married with children Young divorced with children Middle-aged married without children Middleaged d married w/o dependent children Middle-aged divorced without dependent children Young single Middle-aged Middle aged married with children Older married Older unmarried Middle-aged divorced with children 2/11/2008 University of North Texas 29 Family Life Cycle Consumption Examples Young single: outdoor sporting goods, sports cars, fashion clothing, entertainment and recreation services. Marketing Foundations Young married without children: recreation and relaxation products, home furnishings, travel, home appliances, high purchase rate of durables. Young single parent: money-saving products, money frozen foods, rental housing, child care, time-saving timeappliances. Older: health care, home security, specialized housing, specialized food products, recreation geared to the retired. University of North Texas 30 2/11/2008 2/11/2008 Marketing Foundations 14 Markets & Market Segments Life Style Segmentation Marketing Foundations Life Style is "how we chose to lead our lives" how lives Outgrowth of "self concept" Life style assessed with AIO items 2/11/2008 University of North Texas 32 Lifestyle Dimensions Activities Measures Marketing Foundations About how many times in the last 12 months have you: None 1 - 2 Gone to church ____ ____ Traveled out of state ____ ____ ____ ____ Used a credit card Attended a picnic ____ ____ ____ ____ Placed a bet Gone hunting ____ ____ ____ ____ Dialed information 3-5 ____ ____ ____ ____ ____ ____ ____ 6-18 ____ ____ ____ ____ ____ ____ ____ 19-35 ____ ____ ____ ____ ____ ____ ____ Weekly ____ ____ ____ ____ ____ ____ ____ 2/11/2008 University of North Texas 33 2/11/2008 Marketing Foundations 15 Markets & Market Segments Life Style Dimensions Marketing Foundations Interests & Opinions: Definitely Disagree ____ ____ ____ ____ ____ -3 -2 -1 0 1 2 3 Definitely Agree I live a well-planned life. My family is the most important thing in my life. I try to work out physically on a regular basis. The government should be cut back. I like parties. 2/11/2008 University of North Texas 34 Segmenting Beer Markets Life Style Segments Marketing Foundations Rejects responsibility & is impulsive I like to work on community projects I have helped collect for the Red Cross I'm not very good at saving money I find myself checking prices, even for small items Has a very masculine view Beer i a real man's d i k B is l ' drink Playboy is one of my favorite magazines I am a girl watcher Men should not do the dishes Men are smarter than women 35 Coors Light Bush Miller Light 2/11/2008 University of North Texas 2/11/2008 Marketing Foundations 16 Markets & Market Segments Miller ads with blue collar themes positioned to "macho male" segment Marketing Foundations 2/11/2008 University of North Texas 36 Segmenting Beer Markets Life Style Segments Marketing Foundations He is self-indulgent & enjoys himself g j y I like to play poker I like to take chances I would rather spend a quiet evening at home than go to a party I would like to own a convertible Bud Light's "Spuds McKenzie" Likes sports & a physical orientation I would like to be a pro football player I like bowling I would do better than average in a fist fight I prefer a good western on TV to a sitcom 38 Coors Light Bud Light 2/11/2008 University of North Texas 2/11/2008 Marketing Foundations 17 Markets & Market Segments DDB Needham introduced Spuds (a bull terrier recruited in Chicago) during Chi )d i the '87 Super Bowl. Spuds helped generate a 20% increase in sales in '87 and 19% in '88 88. Spuds! Marketing Foundations 2/11/2008 University of North Texas 39 Spuds `Bates!' Marketing Foundations 2/11/2008 University of North Texas 40 2/11/2008 Marketing Foundations 18 Markets & Market Segments More Miller Lite! Marketing Foundations 2/11/2008 University of North Texas 41 Segmenting Beer Markets Life Style Segments Marketing Foundations He is self-indulgent & enjoys himself g j y I like to play poker I like to take chances I would rather spend a quiet evening at home than go to a party I would like to own a convertible Bud Light's "Spuds McKenzie" Likes sports & a physical orientation I would like to be a pro football player I like bowling I would do better than average in a fist fight I prefer a good western on TV to a sitcom 43 Coors Light Bud Light 2/11/2008 University of North Texas 2/11/2008 Marketing Foundations 19 Markets & Market Segments Bud Light uses sports themes for positioning to select segments Marketing Foundations 2/11/2008 University of North Texas 44 Marketing Foundations 2/11/2008 University of North Texas 45 2/11/2008 Marketing Foundations 20 Markets & Market Segments Consumption Behavior Bases Product usage occasion Airline travel keyed to occasion i Business, vacation, family Segment by occasion & adapt marketing mix frequent-flyer programs frequentare geared to business g travelers Super-low fares offered Superin far in advance of travel geared to family & vacation 2/11/2008 Orange Juice Marketing Foundations Segment by usage to build primary demand Promote drinking orange juice at times other than breakfast Coke S Some regions of i f country Coke is a popular breakfast drink "Coke in the morning" campaign available to 46 bottlers University of North Texas Gatorade AM Marketing Foundations Enough of the silence. Enough of the jokes. It's time to t t get some real answers about Gatorade A.M. Since l b t G t d A M Si the public is only armed with an apparently misleading label on the back of the Gatorade A.M. bottle, we decided to go to Dr. Craig A. Horswill, senior research fellow for the Gatorade Science Institute and ask him why it makes sense for Gatorade to pitch the public a drink that helps them recover from the fluid loss they lose when they are sleeping. Me: How am I losing fluids when I m sleeping? I'm Horswill: Well, when you sleep 7 or 8 hours, you are not putting fluids back in your body and so you lose fluids through various ways including urine, breathing and water loss from skin. It's why when you wake up in the morning, you might notice that you weigh one or two pounds less than you did the night before. 2/11/2008 University of North Texas 47 2/11/2008 Marketing Foundations 21 Markets & Market Segments Consumption Rate Segments Marketing Foundations Segment into non, light, medium, heavy user categories Heavy users account for small percentage of market, but consume the bulk of the product Referred to as 80/20 principle The 80/20 principle states that a small percentage (20%) of all users account f a large portion ( 0%) f for i (80%) of sales 20% of the market are heavy users or major customers. Heavy users called the "heavy half" 2/11/2008 University of North Texas 49 Examples of 80/20 at Work Soaps & Detergent (94%) Toilet Tissue (95%) Cola (67%) Beer (41%) Bourbon (20%) Heavy Half LightMarketing Foundations Half 75% 71% 83% 87% 95% University of North Texas 25% 29% 17% 13% 5% 50 2/11/2008 2/11/2008 Marketing Foundations 22 Markets & Market Segments Majority Fallacy Marketing Foundations The 80/20 principle A small percentage (20%) of all users Account for a large portion (80%) of sales Desirable to target the "heavy half" Most consumption Greater sales & profit potential? May be a mistake Competitors may also target heavy half The Majority Fallacy is blind pursuit of the largest consumption market segment despite intense competition. 2/11/2008 University of North Texas 51 Creating Market Segments Marketing Foundations 2/11/2008 University of North Texas 53 2/11/2008 Marketing Foundations 23 Markets & Market Segments General Approaches for Creating Segments Marketing Foundations Judgment-Based Judgment Survey-Based Survey Cross Tabulation Cluster analysis 2/11/2008 University of North Texas 54 JudgementJudgement-Based Approach JonesJones-Blair Company (Architectural Paint) Marketing Foundations Geographic G hi Area User segments U t Professional Painters Product knowledge Urban Rural Household DIYS Experienced Geographic segments Novice 2/11/2008 University of North Texas 56 2/11/2008 Marketing Foundations 24 Markets & Market Segments A Survey-Based Example of SurveyHow Markets Are Segmented The Health Club Market Marketing Foundations 2/11/2008 University of North Texas 58 The Questionnaire Marketing Foundations 2/11/2008 University of North Texas 59 2/11/2008 Marketing Foundations 25 Markets & Market Segments Sections of The Questionnaire Marketing Foundations Desired Facilities & Services Reasons for Using Health Clubs Attitudes Toward Self, Exercise, Nutrition Problems Encountered in Health Clubs Facility Usage Patterns Frequency & Duration of Exercising Demographics 2/11/2008 University of North Texas 60 Facilities & Services Marketing Foundations 2/11/2008 University of North Texas 61 2/11/2008 Marketing Foundations 26 Markets & Market Segments Availability f A il bilit of professional trainers f i l t i Full range of free weights Full range of nautilus type exercise machines Indoor track Racquet ball facilities Day care facilities available during all hours of operation Wet area including sauna, steam rooms, whirlpool Tanning faciliites Low Price Full range of aerobic equipment, including treadmills, stairstepping machines, bicycles, etc. Cleanliness of facilities Exercise classes such as aerobics, dance, etc. Very Important 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 6 6 6 6 6 6 6 6 6 6 6 Un7 Important 7 7 7 7 7 7 7 7 7 7 Marketing Foundations 1 1 2 2 3 3 4 4 5 5 6 6 7 7 2/11/2008 University of North Texas 62 Swimming pool Special sponsored events, such as 10K runs, league softball Organized children's events Separate men's & womens' wet area facilities Separate men's & womens' exercise facilities Health, nutrition counceling & programs available Extended operating hours, I.e. past 10:pm at night, prior to 6:00am Dress code for men & women identifying minimum standards for clothing in exercise aeas Staff personnel available on workout floor at all times for assistance. Structured workout programs with regular staff review of progress Tiered pricing scheme that provides discounts for family memberships Convenient location Very Important 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 6 6 6 6 6 6 6 6 6 Un7 Important 7 7 7 7 7 7 7 7 Marketing Foundations 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 6 6 6 6 7 7 7 7 2/11/2008 University of North Texas 63 2/11/2008 Marketing Foundations 27 Markets & Market Segments Health Cl b Usage H l h Club U Patterns Marketing Foundations 2/11/2008 University of North Texas 64 Exercise Facility Usage From the following list of equipment & facilities, If your club has the facility, please rate how often you use that facility. If not available at your club, indicate "not available." Free Weights (Olymbic bars, dumbells, cables, etc. Weight machinges (Universal, Body Master, Nautilus, etc.) Treadmills (power or manual) Indoor track In-place bicycles Stair-step machines Rowing machines (Traditional rowing machines, cardioglide, etc.) Racquet ball Swimming pools Other _______________________ 2/11/2008 Marketing Foundations I always use this item 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 6 6 6 6 6 6 6 6 6 6 7 7 7 7 7 7 7 7 7 7 I never use this item University of North Texas 65 2/11/2008 Marketing Foundations 28 Markets & Market Segments Marketing Foundations Services & Class Usage From the following list of services and classes, If your club has the service or class, please rate how often you use that item. If not available at your club, indicate "not available." Personal trainers Nutrition counceling Aerobics classes Water aerobics Self defense classes Other _______________________ I always use this item 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 6 6 6 6 6 6 7 7 7 7 7 7 I never use this item 2/11/2008 University of North Texas 66 Marketing Foundations Support Facility Usage From the following list of support facilities, if your club has the facility, please rate how often you use that item. If not available at your club, indicate "not available." Sauna Steam room Whirlpool Tanning Showers Locker area Health or snack bar Day care facilities Massage 2/11/2008 I always use this item 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 6 6 6 6 6 6 6 6 6 7 7 7 7 7 7 7 7 7 I never use this item University of North Texas 67 2/11/2008 Marketing Foundations 29 Markets & Market Segments Attitudes and Motives Marketing Foundations 2/11/2008 University of North Texas 68 Marketing Foundations Attitudes about Fitness, Nutrition, & , , Self When in the gym, I often find myself talking to other people more than working out Working out is a top priority in my life I prefer to spend a quiet evening at home rather than go out What others think about me is very important I like to be doing something all the time I have a lot of confidence in myself I often have minor physical problems I am happy with my physical appearance I am very concerned with nutrition I often feel guilty about what I eat I tend to over-eat You meet interesing people at health clubs Strongly Agree 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 5 5 6 6 6 6 6 6 6 6 6 6 6 6 6 Strongly 7 Disagree 7 7 7 7 7 7 7 7 7 7 7 7 2/11/2008 University of North Texas 69 2/11/2008 Marketing Foundations 30 Markets & Market Segments Marketing Foundations Motives for Working Out I work out because I want to ... Gain muscle mass i.e. Body build Improve my level of cardiovascular fitness Lose weight Gain weight Improve my general level of fitness y My doctor recommended it Improve physical appearance Improve body shape Improve muscle tone Relieve stress Strongly Agree 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 6 6 6 6 6 6 6 6 6 6 6 Strongly 7 Disagree 7 7 7 7 7 7 7 7 7 7 2/11/2008 University of North Texas 70 Other usage patterns... Marketing Foundations Health club visits per week Work out duration Types of outside exercise Preferred club 2/11/2008 University of North Texas 71 2/11/2008 Marketing Foundations 31 Markets & Market Segments Creating Usage R C i U Rate Segments Segmenting the Health Club Market M k t Marketing Foundations 2/11/2008 University of North Texas 72 The segmentation "base"... Segment 1 -- Light Marketing Foundations Please check the block that indicates how often you exercise at a health club < 1 per wk Segment 2 -- Moderate 1-2 per wk 34 3-4 per wk 5 or more per wk Segment 3 -- Heavy 2/11/2008 University of North Texas 74 2/11/2008 Marketing Foundations 32 Markets & Market Segments Usage rate & gender... RATE Count Row Pct Col Pct SEX 1 Male 10 4.1 4.1 234 70.5 95.9 244 42.4 64 26.3 57.1 48 14.5 42.9 112 19.5 169 69.5 77.2 50 15.1 22.8 219 38.1 243 42.3 Light 1.00 Page 1 of 1 Moderate Heavy 2.00 3.00 Row Total Marketing Foundations 2 Female 332 57.7 Column Total 2/11/2008 575 100.0 77 University of North Texas Usage rate & marital status... RATE Count Row Pct Col Pct MARRIED 1 Currently marrie 57 35.8 23.4 105 36.8 43.0 82 62.6 33.6 244 42.4 44 27.7 39.3 50 17.5 44.6 18 13.7 16.1 112 19.5 58 36.5 26.5 130 45.6 59.4 31 23.7 14.2 219 38.1 159 27.7 Light 1.00 Page 1 of 1 Moderate Heavy 2.00 3.00 Row Total Marketing Foundations 2 Never married 285 49.6 3 Divorced 131 22.8 Column Total 575 100.0 2/11/2008 University of North Texas 78 2/11/2008 Marketing Foundations 33 Markets & Market Segments RATE Count Row Pct Col Pct EDUCATIO 1 less than high s 7 58.3 2.9 69 61.1 28.3 130 62.8 53.3 36 31.0 14.8 2 2.3 .8 3 25.0 2.7 20 17.7 17.9 28 13.5 25.0 22 19.0 19.6 24 27.9 21.4 15 36.6 13.4 244 42.4 112 19.5 Light 1.00 Page 1 of 1 Moderate Heavy 2.00 3.00 2 16.7 .9 24 21.2 11.0 49 23.7 22.4 58 50.0 26.5 60 69.8 27.4 26 63.4 11.9 219 38.1 Row Total Marketing Foundations 12 2.1 2 high school grad 113 19.7 Usage rate & educational attainment 3 some college 207 36.0 4 college graduate 116 20.2 5 some post gradua 86 15.0 6 graduate degree 41 7.1 2/11/2008 University of North Texas Column Total 79 575 100.0 Usage rate segments & facility usage... What equipment is used most? Workout Rate Moderate Mean 2.35 1.97 3.31 3.83 3.82 3.11 4.04 4.27 4.29 Light g Mean Free Weights Weight Machines Treadmill Indoor track BICYCLE Stairstep Rowing Machines Racquet Ball 4.08 2.65 2.58 3.73 2.96 2.53 4.08 5.34 5.06 Heavy y Mean Marketing Foundations 1.62 1.62 3.80 4.08 3.90 3.63 4.08 4.04 2/11/2008 Swimming Pool University of North Texas 80 4.06 2/11/2008 Marketing Foundations 34 Markets & Market Segments Usage rate & attitudes... Marketing Foundations Workout Rate Light Mean Moderate Mean 4.40 2.45 4.14 3.91 3.42 2.79 4.14 3.88 3.27 Heavy Mean 5.12 1.98 4.09 4.04 3.63 2.30 4.58 3.37 3.10 Heath, self, nutrition & fitness TALK LIFE QUIET OTHERS DOING CONFIDE PROBLEMS APPEAR Nutrition 2.63 3.94 5.28 3.29 3.02 4.25 4.73 3.48 3.73 2/11/2008 University of North Texas 81 Summary Table Marketing Foundations Light Exerciser E i Most Important Needs Least Important Needs Attitudes About Fitness Exercise Patterns Demographics Moderate Exerciser E i Heavy Exerciser E i 2/11/2008 University of North Texas 82 2/11/2008 Marketing Foundations 35 Markets & Market Segments Steps in the Segmentation Process Identify & Select Segmentation Base Marketing Foundations Workouts per week (Usage Rate) Create Market Segments Profile Market Segments 2/11/2008 University of North Texas Cross-tabulate workouts per week k k with demographics & psychographics 83 2/11/2008 Marketing Foundations 36 ...
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This note was uploaded on 03/27/2008 for the course MKTG 3650 taught by Professor Thompson during the Spring '08 term at North Texas.

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