Income affluent customers vs poorer o psychographic

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Income : affluent customers vs. poorer o Psychographic : social class, lifestyle, personality (a person’s appeals) o Behavioral : knowledge, attitudes, uses, responses Occasions : for the moment, having a purpose (ex: holidays) Benefits sought: benefits people look for User status: to aim at prospective, non-, and current users Usage rate : light, medium, heavy users Loyalty status - Different groups of marketing segmentation may be used simultaneously, if it creates a bigger market of similar appeal. Effective segmentation occurs when it is measurable, accessible, substantial, differentiable, and actionable - Buying behavior and benefits provide the best basis for segmenting business markets - Segmenting international markets: geographic location, economic, political and legal, cultural - Intermarket / cross-market segmentation : form segments of consumers who have similar needs and buying behaviors even though they are located in different countries - Effective segmentation: o Measurable: size, purchasing power, profiles (right hand > left hand) o Accessible: must be available to public o Substantial: large or profitable enough to serve o Differentiable: segments cooperating differently o Actionable: effective programs to attract and serve segments -
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