Rajeev ShresthaLecture 9 March 29, 2012Market and Market
Segmentation
1
Market and Market SegmentationMarket and its
typesCustomer-Driven Marketing StrategyMarket SegmentationMarket
TargetingDifferentiation and Positioning
Topic Outline
2
Psychographic SegmentationPsychographic segmentation divides
buyers into different groups based on social class, lifestyle, or
personality traits
Levis Go Forth
3
Behavioral segmentationIt divides buyers into groups based on
their knowledge, attitudes, uses, or responses to a
productOccasionsBenefits soughtUser statusUsage rateLoyalty
status
4
Behavioral segmentation
Dairy Milk
5
Multiple Segmentation BasesMultiple segmentation is used to
identify smaller, better-defined target groups
Geo-demographic segmentation is an example of multivariable
segmentation that divides groups into consumer lifestyle
patterns
6
Segmenting Business MarketsSimilar to those of the consumer
marketAdditionalOperating characteristicsPurchasing
approachSituational factorsPersonal characteristics
7
Segmenting International market
8
Segmenting International marketInter-market segmentation divides
consumers into groups with similar needs and buying behaviors even
though they are located in different countries
