Академический Документы
Профессиональный Документы
Культура Документы
Market Segmentation
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Chapter Outline
What Is Market Segmentation?
Bases for Segmentation
Criteria for Effective Targeting of
Segments
Implementing Segmentation Strategies
3-2
Market Segmentation
The process of dividing a
potential market into
distinct subsets of
consumers and selecting
one or more segments as
a target market to be
reached with a distinct
marketing mix.
3-3
Phase 1
Market Segmentation
3-4
Segmentation Studies
Discover the needs and wants of
groups of consumers to develop
specialized products to satisfy group
needs
Used to identify the most appropriate
media for advertising
3-5
Ryka produces
sneakers that
meet the special
needs of
womens feet.
3-6
Geographic
Demographic
Psychological
Psychographic
Sociocultural
Use-Related
Usage-Situation
Benefit Sought
Hybrid
3-7
3-8
3-9
3 - 10
Geographic Segmentation
The division of a total potential
market into smaller subgroups on
the basis of geographic variables
(e.g., region, state, or city)
3 - 11
Demographic Segmentation
Age
Sex
Marital Status
Income, Education, and Occupation
3 - 12
Psychological Segmentation
Motivations
Personality
Perceptions
Learning
Attitudes
3 - 13
3 - 14
Psychographic Segmentation
Also known as Lifestyle Analysis
Psychographic variables include,
Activities, interests, and opinions
(AIOs)
Activities ( Consumer or family spend
time)
Interest: Preference
Opinion: feeling
Copyright 2007 by Prentice Hall
3 - 15
Agree
Completely
Disagree
Completely
3 - 16
Sociocultural Segmentation
Family Life Cycle
Social Class
Culture, Subculture, and Cross-Culture
3 - 17
3 - 18
Target reaches
out to the
Latino
market.
3 - 19
Use-Related Segmentation
Rate of Usage
Heavy vs. Light
Awareness Status
Aware vs. Unaware
Brand Loyalty
Brand Loyal vs. Brand Switchers
3 - 20
Low
HiHighs
(stroke)
LowHighs
(chase)
HiLows
(tickle)
LoLows
(starve)
Consumption
Low
3 - 21
Usage-Situation Segmentation
Segmenting on the basis of special
occasions or situations
Example Statements:
Whenever our daughter Jamie gets a raise,
we always take her out to dinner.
When Im away on business, I try to stay at
a suites hotel.
I always buy my wife flowers on
Valentines Day.
Copyright 2007 by Prentice Hall
3 - 22
Benefit Segmentation
Segmenting on the basis of the most
important and meaningful benefit
3 - 23
Band-aid
offers flex
as a
benefit to
consumers.
3 - 24
Identification
Sufficiency
Stability
Accessibility
3 - 25
Implementing Segmentation
Strategies
Concentrated Marketing
One segment
Differentiated
Several segments with individual
marketing mixes
3 - 26