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mrSess_29 by pawan922

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									Welcome
   friends
Market segmentation
 Introduction
 Market segmentation descriptors
 Segment attractiveness criteria
 Market strategy formulation
 Methods of segmentation.
Introduction
Market segmentation is the basis of the
survival of a variety of products
satisfying the same basic need.
Segmentation helps the researcher to
take better decisions about:
Types of customer to target
Mode of communication with target segment
Products to develop
Pricing
Market segmentation
descriptors
Market segment can      Benefits sought
be identified on the    Attribute importance
basis of many           Usage rate
descriptors like :
lifestyle, geographic   Brand loyalty
location etc.           Purchase influencers
Some of the common      Product adoption
descriptors are         stage
common to both-         Geographical
consumer & industrial   location
markets i.e. as         Channel type
follows:
A good segmentation analysis must
answer the following 5 questions:-
 How many segments are there?
 How large each segment?
 How do the characteristics of the
 consumers that belong to each of
 these segments differ?
 How does the relevant behavior of
 segment differ?
 How do the attitudes, values, beliefs
 & needs of the segments differ?
Descriptors specific to consumer markets
  Two market segment are specific to
  consumer markets:
  Life style
  Demographic

Descriptors specific to consumer markets
  Three market segment descriptors are
  specific to industrial markets:
• Industrial demographics
• Purchase department structure
• Buying Situation
Segment attractiveness criteria

 Size
 Growth
 Suitability
 Competition
 Penetrability
 Profitability
 Protectability
 Interaction with other segments
 Risks
Market strategy formulation
 We know that Ansoff matrix is used for the
 formulation of marketing strategy, but
 Green Tull & Albaum give more expanded
 version of his matrix. This version splits
 the products & markets into sub categories:
 Structural & Functional.

 Present Structural characteristics
 offerings
           Functional Symbolic appeals
          Structural characteristics
 New
 offerings Functional Symbolic appeals
Methods of segmentation
 There are two basic ways i.e.-
 A Priori Segmentation
 Post hoc segmentation
 Combined approach
Thanks
By: Sandeep Saxena
    Faculty member marketing
   HQ, Hyderabad

								
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