Академический Документы
Профессиональный Документы
Культура Документы
Identifying
Market Segments
and Targets
Marketing Management
A South Asian Perspective, 13th ed
Chapter Questions
What are the different levels of market
segmentation?
How can a company divide a market
into segments?
How should a company choose the
most attractive target markets?
What are the requirements for effective
segmentation?
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Segments
Niches
Local areas
Individuals
Gather.com: A Niche
Social Networking Site
Discretionary
options: Some
segment members
value options but
not all
Preference Segments
Homogeneous preferences exist
when consumers want the same things
Diffused preferences exist when
consumers want very different things
Clustered preferences reveal natural
segments from groups with shared
preferences
What is Customerization?
Customerization combines operationally
driven mass customization with customized
marketing in a way that empowers
consumers to design the product and service
offering of their choice.
United Bank
Ltd. of
Pakistan offers
customized
Galleria credit
cards to its
customers
Demographic Segmentation
Age
Age and
and Life
Life Cycle
Cycle
Life
Life Stage
Stage
Gender
Gender
Income
Income
Generation
Generation
Social
Social Class
Class
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Bank Al Habib
targets
senior citizens
Figure 8.1
The VALS Segmentation System
Behavioral Segmentation
Decision Roles
Initiator
Influencer
Decider
Buyer
User
Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude
Aware
Ever tried
Recent trial
Occasional user
Regular user
Most often used
Loyalty Status
Hard-core
Split loyals
Shifting loyals
Switchers
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Convertible
Shallow
Users
Strongly
unavailable
Weakly
unavailable
Average
Entrenched
Nonusers
Ambivalent
Available
Marketing-Mix
Strategy
Segment profitability
Segment positioning
Segment acid test
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
The Revolution
brand of readymade womens
apparel
successfully
focuses on the
niche segment of
plus-size clothes.
Marketing Debate
Marketing Discussion
Think of various product categories.
How would you classify yourself
in terms of the various segmentation
schemes?
How would marketing be more or less
effective for you depending upon the
segment involved?