Академический Документы
Профессиональный Документы
Культура Документы
Lecture #7
Lecturer: Donna-Kay Smith
Date: June 14, 2016
Customer-Driven Marketing Strategy
What it is?
Major Steps
Market Segmentation
Market Targeting
Geographic Demographic
Psychographic Behavioural
Geographic segmentation – Dividing the
market into different geographical units.
Examples:
• Nations • Neighborhoods
• States • Population density (urban,
• Region suburban, rural)
• Counties • Climate
• Cities
Demographic segmentation – Dividing the
marketing into segments based on variables
such as:
• Age • Education
• Life-cycle stage • Religion
• Gender • Ethnicity
• Income • Generation
• Occupation
Degree of
First-time users
loyalty
Regular users
Marketers rarely limit segmentation to a single
variable.
Instead, multiple segmentation bases are used
in an effort to identify smaller, better defined
target groups.
Useful information services for multivariable
segmentation are Nielsen, Acxiom, Experian.
They use geographic, demographic, lifestyle and
behavioural data to help segment markets down to
zip code, neighborhoods or even households.
Example of Experian segmentation:
Business markets can be segmented using some of the same
variables which apply to consumer markets (yellow) as well
as additional variables (blue):
Operating
Geographic Demographic Behavioural
characteristics
Structural Attractiveness
Market-Targeting Strategies:
Undifferentiated (mass) marketing – A market-
coverage strategy in which a firm decides to
ignore market segment differences and go after
the whole market with one offer.
Focuses on what is common in the needs of
consumers rather than on what is different.
The company designs a product and marketing
program that will appeal to the largest number
of buyers.
Differentiated (segmented) marketing – A
market-coverage strategy in which a firm
decides to target several market segments and
designs separate offers for each
Any questions?