Noteshells24 - Segmentation I: Intranational Segmentation 1...

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1 1 Segmentation I: Intranational Segmentation 2 Outline Pros/ Cons of Segmentation Ethnicity Religion Age: Kids Teens Middle-age (Baby Boomers) Elderly Social class: Determinants of social class What’s predicted by social class? 3 Segmentation (a.k.a. “Divide and Conquer”) What is it? Can contrast it to aggregation . Intranational segmentation vs. international segmentation.
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2 4 Intranational Segmentation On what dimensions can you segment within a country? Psychographics Regional differences Ethnicity Religion Age Social Class Sex …and more 5 How Segmentation Can Increase Profits Escapes the “majority fallacy.” Most try to cater to majority – high competition. May make lots of money by being only one catering to minority. preference for spice in tomato sauce Really Bland Really Spicy 6 How Segmentation Can Decrease Profits: Sales-Costs Tradeoff: Sales may increase with more specialized products, but so do costs. Can try to manage costs: Shared components. Market the whole product line. Market specialty products via specialty (cheaper) media. Cannibalization of Sales: Your products may compete against each other.
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3 7 Segmenting by Ethnicity Ethnic groups: groups held together by common cultural or genetic ties. US Examples Groups may differ on: Media exposure, trust of media and government, food choice, clothing choice, willingness to try new products, etc. “Ethnic marketing” programs.
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This note was uploaded on 06/05/2011 for the course MAR 3503 taught by Professor Cohen during the Fall '08 term at University of Florida.

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Noteshells24 - Segmentation I: Intranational Segmentation 1...

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