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Slides from presentation on segmentation from MBA marketing course
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Segmentation
How do we serve customers with varied needs?
Age
Sex
(Pat?)
Race
(who the hell is this?)
Behavior
Taste
Why use segmentation?
Serve different consumer preferences
Communicate with customers
reads
watchespet
age 25 - 40working professionaltwo kidsincome $50k +
drives“Gina is a busy mom. She wants to feed her family high quality, healthy food. She works full time, so she needs prepared meals and stores conveniently located and fast to shop in.
Gina wants value, but also will pay a little extra for convenience and time savings.”
10-minute Exercise
1. Build 2 profiles for your team company2. Document them on the white board3. Select one member to present
Segmentation gone wrong
Business
Home
Desktop Portable
Perceptual mapping
Perceptual Mapping
Start withcompaniesconsumersproducts
Position on x-y graph
classy
practical
sportyconservative
wasteful
fuel efficient
largesmall
Try other dimensions
Single
Family
MatureYouth
Try other dimensions
5 - minute Exercise
1. Create 2 perceptual maps for Classic Airlines2. Draw on white board
Single
Family
MatureYouth