15529269
Beschreibung
Mindmap von Ivanna Gregor, aktualisiert more than 1 year ago
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Erstellt von Ivanna Gregor
vor etwa 6 Jahre
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Market Segmentation
- Dividing a market into smaller segments with distinct needs, characyteristics,
or behavior that might require separate marketing strategies or mixes.
- Geographic segmentation
- Dividing a market into different
geographical units, such as
nations, states, regions,
countries, cities, or even
neighbothoods.
- Dividing a market into different
geographical units, such as
nations, states, regions,
countries, cities, or even
neighbothoods.
- Demographic segmentation
- Dividing the market into segments
based on variables such us age,
gender, family, size, family life
cycle, income, occupation,
education, religion, race,
generation, and nacionality.
- Age and life-cycle segmentation:
dividing the market into different
age and life-cycle groups.
Customers needs, wants and
demands change with age.
- Gender
Segmentation:
Dividing a
market into
different
segments
based on
gender.
- Income
segmentation:
Dividing a
market into
different
income
segments.
- Age and life-cycle segmentation:
dividing the market into different
age and life-cycle groups.
Customers needs, wants and
demands change with age.
- Dividing the market into segments
based on variables such us age,
gender, family, size, family life
cycle, income, occupation,
education, religion, race,
generation, and nacionality.
- Psychographic Segmentation
- Dividing the market into different
segments based on social class,
lifestyle, or personality characteristics.
- Marketeers also use
personality variables
to segment markets.
- Marketeers also use
personality variables
to segment markets.
- Dividing the market into different
segments based on social class,
lifestyle, or personality characteristics.
- Behavioral Segmentation
- Divides buyers into segments based
on their knowlegde, attitudes, uses,
or responses to a product
- occasions: Buyers can be
grouped according to
occasions
- Occasions: Buyers can be grouped
according to occasions when they
get the idea to buy, actualyy make
their puchase, or use the
purchased itme.
- Benefit Sought: A powerful form of
segmentation is grouping buyers
according to the different benefits
that they seek from a product.
- User Status: Markets can be segmented into
nounusers, ex-users, potential users, first- time users,
and regular usaers of a product.
- Usage rate: Markets can also be
segmented into light, medium, and
heavy product users.
- Loyalty Status: A market
can also be segmented by
consumer loyalty
- Loyalty Status: A market
can also be segmented by
consumer loyalty
- Usage rate: Markets can also be
segmented into light, medium, and
heavy product users.
- User Status: Markets can be segmented into
nounusers, ex-users, potential users, first- time users,
and regular usaers of a product.
- Benefit Sought: A powerful form of
segmentation is grouping buyers
according to the different benefits
that they seek from a product.
- Divides buyers into segments based
on their knowlegde, attitudes, uses,
or responses to a product
- Using Multiple segmentation
bases: Marketers rarely limit
their segmentation analysis to
only one or a few variables only
- Segmenting business markets: Consumer
and bussines marketers use many of the
same variables to segment their markets.
- Segmenting international markets:
Few companies have either the
resources or the will to operate in all,
or even mosr.
- Companies can segment international markets using one
or a combination of several variables. They can segment by
geographic location, grouping location, grouping countries
by regions such as Wastern Europe, the Pacific Rim, the
Middle East, or Africa. Geographic segmentation asumes
that nations close to one another will have many common
traits and behaviors.
- For example: Altought the Unites States and Canada have
much in common, both differ culturally and economically
from neighboring Mexico. Even within a region,
consumers can differ widely.
- For example: Altought the Unites States and Canada have
much in common, both differ culturally and economically
from neighboring Mexico. Even within a region,
consumers can differ widely.
- Companies can segment international markets using one
or a combination of several variables. They can segment by
geographic location, grouping location, grouping countries
by regions such as Wastern Europe, the Pacific Rim, the
Middle East, or Africa. Geographic segmentation asumes
that nations close to one another will have many common
traits and behaviors.
- Business buyers can be segmented geographically,
demographically (industry, company size), or by benefits
sought, user status, usage rate, and loyalty status. Yet
business marketers also use some additional variales,
such as customer operating characteristics, purchasing
approaches, situational factors, and personal
characteristics.
- For example: American Express targets businesses in three segments:
mechants, corporations, and small businesses. It has developed distinct
marketing programs for each segmnet.
- For example: American Express targets businesses in three segments:
mechants, corporations, and small businesses. It has developed distinct
marketing programs for each segmnet.
- Segmenting international markets:
Few companies have either the
resources or the will to operate in all,
or even mosr.
- Segmenting business markets: Consumer
and bussines marketers use many of the
same variables to segment their markets.
- Geographic segmentation
- Targeting: the process of
evaluating each market
segments's attractiveness
and selecting one or more
segments to enter,
- Differentiation:
differentiating the
market offering to create
superior customer value.
- Positioning: arranging for a
market offering to occupy a clear,
distinctive, and desirable place
relative to competing products in
the minds to target consumers.
- Requeriments for effective segmentation: There are many ways to segment a
market, but not all segmentations are effective
- Measurable: The size, purchasing power, and profiles of the segments can be measured.
- Accesible: The market segments can be effectively reached and saved
- Substantial: The market segment are large or profitable enough to serve
- Differentiable: The segment are conceptually distinguishable and respond differently
to a different marketing mix elements and prorespond differently to a different
marketing mix elements and programs.
- Differentiable: The segment are conceptually distinguishable and respond differently
to a different marketing mix elements and prorespond differently to a different
marketing mix elements and programs.
- Substantial: The market segment are large or profitable enough to serve
- Accesible: The market segments can be effectively reached and saved
- Measurable: The size, purchasing power, and profiles of the segments can be measured.
- Target market: A set of buyers
sharing common needs of
charactersistics that the
company decides to serve
- 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
- Undifferentiated
(mass) marketing
- Differentiated
(segmented) marketing
- Concentrated
(niche) marketing
- Micromarketing (locar
or indivivual marketing)
- Micromarketing (locar
or indivivual marketing)
- Concentrated
(niche) marketing
- Differentiated
(segmented) marketing
- Differentiated (segmented) marketing:
A market - coverage strategy in which
a firm decides to target several market
segments and designs separate offers
for each.
- Concentrated (niche) marketing: A market -coverage
strategy in which a firm goes after a large share of
one or a few segments or niches.
- Concentrated (niche) marketing: A market -coverage
strategy in which a firm goes after a large share of
one or a few segments or niches.
- Undifferentiated
(mass) marketing
- 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
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