15529510
Descripción
Mapa Mental por Matias Nicolas Busto Bobadilla, actualizado hace más de 1 año
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Creado por Matias Nicolas Busto Bobadilla
hace casi 6 años
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Market Segmentation
- What is
it?
- Dividing a market into maller segments with distinct
needs, characteristics, or behavior that might
require separate marketing strategies or mixes
- Dividing a market into maller segments with distinct
needs, characteristics, or behavior that might
require separate marketing strategies or mixes
- Different types of segmentation
- Geographic
- Definition
- Dividing a market into diffetent geographical
units, such as nations, states, regon,
countries, cities, or even neighborhoods
- Dividing a market into diffetent geographical
units, such as nations, states, regon,
countries, cities, or even neighborhoods
- Subdivitions
- World region or country
- North America, Canada, Western
Europe, Pacific Rim, China, India, Brazil
- North America, Canada, Western
Europe, Pacific Rim, China, India, Brazil
- Country Region
- Pacific, Mountain, West North Central, etc.
- Pacific, Mountain, West North Central, etc.
- Citty or metro size
- Under 5,000; 5,000-20,000; 20,000-50,000; etc.
- Under 5,000; 5,000-20,000; 20,000-50,000; etc.
- Density
- Urban, Suburban, Exurban, Rural
- Urban, Suburban, Exurban, Rural
- Climate
- Northern, Southern
- Northern, Southern
- World region or country
- Definition
- Demographic
- Definition
- Dividing markets into segments based on
variables such as age, gender, family size, family
life cycle, income, occupation, education,
religion, race, generation, and nationality
- Dividing markets into segments based on
variables such as age, gender, family size, family
life cycle, income, occupation, education,
religion, race, generation, and nationality
- Subdivitions
- Age and
life-cycle satge
- Dividing a market into different age and life-cycle groups
- Under 6; 6-11;
12-19; etc.
- Young, single; Married, No
children; married with
children; single parents; etc.
- Dividing a market into different age and life-cycle groups
- Gender
- Dividing a market into different segments based on gender
- Male, Female
- Dividing a market into different segments based on gender
- Income
- Dividing a market into different income segments
- Dividing a market into different income segments
- Age and
life-cycle satge
- Definition
- Psychographic
- Definition
- Dividing a market into different segments based on
social class, lifestyle, or personality characteristics
- Dividing a market into different segments based on
social class, lifestyle, or personality characteristics
- Subdivitions
- Personality
- Compulsive, Outgoing, Authoritarian, Ambitious
- Compulsive, Outgoing, Authoritarian, Ambitious
- Lifestyle
- Archievers, Strivers, Survivors
- Archievers, Strivers, Survivors
- Social Class
- Lower lowers, upper lowers, working class,
upper middles, lower uppers, upper uppers
- Lower lowers, upper lowers, working class,
upper middles, lower uppers, upper uppers
- Personality
- Definition
- Behavioral
- Definition
- Dividing markets into segments based on knowledge,
attitudes, uses, or responses to a product
- Dividing markets into segments based on knowledge,
attitudes, uses, or responses to a product
- Subditvitions
- Occasions
- Benefits
- User status
- User Rates
- Loyalty status
- Readiness stage
- Attitude toward product
- Occasions
- Definition
- Geographic
- Multiple Segmentation
- Using different types of consumer
segmentations for the same market
- Example
- Geographic and Demographic segmentation
- Geographic and Demographic segmentation
- Example
- Using different types of consumer
segmentations for the same market
- Market Targeting
- Evaluating Market Segments
- A firm must look at three factors: segment size and gorwth, segment
structural attractiveness, and company objectives and resources
- A firm must look at three factors: segment size and gorwth, segment
structural attractiveness, and company objectives and resources
- Selecting Target Market
- Definition
- A set of buyers sharing common needs or
characteristics that th company decides to seve
- A set of buyers sharing common needs or
characteristics that th company decides to seve
- Undifferentiated Marketing
- A market-coverage strategy in which a firm decides to ignore market
segment differences and go after the whole market with one offer
- A market-coverage strategy in which a firm decides to ignore market
segment differences and go after the whole market with one offer
- Definition
- Evaluating Market Segments
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