{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Chapter_8 - 2010-2011 1 Chapter8 2 A MARKET IS 1 people or...

Info iconThis preview shows pages 1–11. Sign up to view the full content.

View Full Document Right Arrow Icon
SEGMENTING AND TARGET M Chapter 8 1 2010-2011
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
2
Background image of page 2
A MARKET IS. .. 3 1) people or organizations with 1) needs or wants, and with 1) the ability and 1) the willingness to buy. A group of people that lacks any one of these characteristics is not a market.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
MARKET SEGMENTATION 4 Market Market Segment Market Segmentation People or organizations with needs or wants and the ability and willingness to buy. A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. The process of dividing a market into meaningful, relatively similar, identifiable segments or groups.
Background image of page 4
CONCEPT OF  MARKET  SEGMENTATION 5
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
THE IMPORTANCE OF MARKET SEGMENTATION 6 Markets have a variety of product needs and preferences Marketers can better define customer needs Decision makers can define objectives and allocate resources more accurately
Background image of page 6
4 CRITERIA FOR SEGMENTATION 7 Substantiality Identifiability and Measurability Accessibility Responsiveness Segment must be large enough to warrant a special marketing mix. Segments must be identifiable and their size measurable. Members of targeted segments must be reachable with marketing mix. Unless segment responds to a marketing mix differently, no separate treatment is needed.
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
5 MAIN BASES FOR SEGMENTING CONSUMER MARKETS 8 Geography Demographics Psychographics Benefits Usage Rate Climate Geodemo- graphics • Benefits sought Heavy • Region • Market size • Market density • Age • Gender • Income • Race/ethnicity • Family life cycle • Personality • Motives • Lifestyle • Former • Potential • 1 st time • Light or irregular • Medium
Background image of page 8
GEOGRAPHIC SEGMENTATION Region of the country or world Market size Market density Climate 9
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
BENEFITS OF REGIONAL SEGMENTATION
Background image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 37

Chapter_8 - 2010-2011 1 Chapter8 2 A MARKET IS 1 people or...

This preview shows document pages 1 - 11. Sign up to view the full document.

View Full Document Right Arrow Icon bookmark
Ask a homework question - tutors are online