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segments.
To be reached with an appropriate marketing
mix.
Basis for market segmentation
Geographic Psychographic
Usage Loyal
Demographic Benefits
Socio-economic based status
Subdividing the whole market into different
geographical units which can be further sub-
divided into smaller units.
A national marketer may take whole nation as
Psychographic segmentation
Sub division of different groups on the basis of
personality, life style and values.
Marketers of cosmetics, textiles, fast food providers etc.
must understand the life style of the target market.
Automobile manufacturers must consider different
personality traits in dividing the market.
Segmented on the basis of benefits sought by consumers
Toothpaste
Loyal buyers
Relationship seekers: buyers who want to develop
long term relationships with their suppliers or retailers.
Loyal buyers of particular brand: buyers who seek a
particular brand among competing brands.
Measurable
Substantial
Accessible
Differentiable
Actionable
Once the firm has segmented the total
market ,it should select the target market
segment or segments for marketing.
Investing in a particular segment should be
Semi-luxury segment
Single marketing mix
Car maker (Expensive)
Small car
segment Luxury car
(affordable, segment
less (very
expensive) expensive)
Here the firm may select two or more then two or may
be all the segments and approach each segment with an
appropriate marketing mix programme.
Car maker