Professional Documents
Culture Documents
Identifying Market
Segments and Targets
Chapter Questions
Segments Marketing
Niche Marketing
Local areas Marketing
Individuals Marketing
Naked solution:
Product and service
elements that all
segment members
value.
Example: Base
model of the vehicle.
Discretionary options:
Some segment
members value options
but not all.
Example: Same model
with different features.
Preference Segments
Niche Marketing
A niche is more narrowly defined customer
group seeking a distinctive mix of benefits.
Niche Marketing
Revolution
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.
Geographic Segmentation
Division of the market into different geographical units
such as nations, states, regions, countries, cities or
neighborhoods etc.
Demographic Segmentation
We divide the market into groups on the basis of
variables such as age, family size, family life cycle,
gender, income, occupation, religion, race,
generation, nationality and social class etc.
Psychographic Segmentation
Buyers are divided into different groups on the basis of
psychological/personality traits, lifestyle, or values.
Behavioral Segmentation
Marketers divide buyers into groups on the basis of
their knowledge of, attitude toward, use of, or response
to a product.
Demographic Segmentation
Behavioral Segmentation
Decision Roles
Behavioral Variables
Initiator
Influencer
Decider
Buyer
User
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
Consumer who buy only one brand all the time.
Split loyals
Consumers who are loyal to two or three brands.
Shifting loyals
Consumers who shift loyalty from one brand to another.
Switchers
Consumers who show no loyalty to any brand.
Demographic
Industry/Company Size/Location
Operating variable
Technology/User Non User status/Customer
capabilities
Purchasing approaches
Purchasing Function Organization/Power
Structure/Nature Of Existing relationship/General
Purchasing policies/Purchasing Criteria
Situational factors
Urgency/Specific Application/Size or Order
Personal characteristics
Buyer Seller Similarity/Attitude Toward Risk/Loyalty
Need-based segmentation
Segment identification
Segment attractiveness
Segment profitability
Segment positioning
Segment acid test
Market mix strategy
Measurable
Substantial
Accessible
Differentiable
Actionable
Bibliography
Marketing Management A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.
Strategic Marketing Management Meeting The
Global Marketing Challenges by Carol H. Anderson &
Julian W. Vincze Published by Houghton Mifflin Company.
Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
Principles of Marketing by Philip Kotler & Gary Armstrong
Thirteenth Edition, Published by Prentice Hall
The End