Professional Documents
Culture Documents
SEGMENTATION
• A market is a group of people or
organizations with wants and needs that can
be satisfied by particular product
categories. A market has the ability to
purchase these products and is willing to
exchange resources for the products.
•
A market segment is a subgroup of people
or organizations sharing one or more
characteristics that cause them to have
similar product needs.
MARKET
SEGMENTATION
• Dividing a market into
distinct groups of buyers
on the basis of need,
characteristics,
or behavior who
might require separate
product or marketing mix.
MASS MARKETING(until
the 1960s)
• mass marketing is the mass production
mass distribution and mass promotion of
the mass product to all customers.
• Thirty years ago marketers were raving
about mass marketing. The rationale
behind mass marketing included the
economies of scale you achieve in both
manufacturing and communication by
reaching a large group of people with the
same product and message
Mass market
Product
Price Distribution
Promotion
Product
Price Distribution
Promotion
Product
Price Distribution
Promotion
Product
Price Distribution
Promotion
Focused on a Small
Single
Niche Market Segment
Marketing Mix
• LOCAL MARKETING
• tailoring brand and promotion to the needs and
wants of local customer group—cities,
neighborhood and even specific stores.
• Pronounced regional differences often exist in
communities’ demographics and lifestyles.
• Local marketing can drive up manufacturing &
marketing costs by reducing economies of scale.
• INDIVIDUAL MARKETING:
• Tailoring products and marketing programs to the
needs and preferences of individual customers –
also labeled one- to-one marketing, customized
marketing, and markets-of-one marketing.
• The ultimate level of segmentation. Each
customer is a “segment of one.”
– This approach is common in business-to-business
marketing where unique programs and/or
systems are designed for each and every
customer.
• Such "one-on-one" marketing is more rare in
consumer marketing.
Customized or individual Marketing
Product
Price Distribution
Promotion
Product
Price Distribution
Promotion
Unique Individual
Marketing Customers
Mixes
SELF MARKETING
• PREFERENCE SEGMENTS:
• Segment the market on preferences
basis.
• Three different patterns emerges.
• HOMOGENEOUS PREFERENCES:
• Market where all consumer have
roughly the same preference.
• DIFFUSED PREFERENCES:
• Consumer preferences
may be scattered through
out the space.if several
brands are in the market
they are likely to position
throughout the space and
show real differences to match consumer
preference difference.
• CLUSTERED PREFERENCES:
• Natural market.
• It has three option.
• Take position in center, hoping to appeal all
group.
• Concentrated marketing.
• Develop several brands each position in a
different segment.
Segmenting consumer market
• Two broad groups of variable are used to
segment consumer market.
• Consumer characteristics
• Geographic
• Demographic
• Psycho graphic
• Consumer response:
• Benefits sought
• Use occasions or brand
GEOGRAPGIC SEGMENTATION
•
GEOGRAPGIC SEGMENTATION