Market Segmentation

Chapter 2 Market segmentation Schiffman, Bednall, OCass, Paladino, Ward & Kanuk: Consumer deportment 4e © 2007 Pearson Education Australia Chapter Objectives To define commercialise segmentation To review the uses of segmentation To outline the nine chief(prenominal) bases of segmentation To understand the main segmentation approaches To outline the criteria for effective grocery segments To distinguish between punishing and differentiated marketing Schiffman, Bednall, OCass, Paladino, Ward & Kanuk: Consumer demeanour 4e © 2007 Pearson Education Australia 2 What is market segmentation? Market Segmentation is defined as: The work of dividing a market into distinct subsets of consumers with common needs and selecting hotshot or more segments to target with a distinct marketing strategy Schiffman, Bednall, OCass, Paladino, Ward & Kanuk: Consumer Behaviour 4e © 2007 Pearson Education Australia 3 Progression of market segmentation Schiffman, Bednall, OCass, Paladino, Ward & Kanuk: Consumer Behaviour 4e © 2007 Pearson Education Australia 4 Who uses segmentation?

Cars David Jones Charities Equipment Shoes Big W Theatre Machinery Shampoo Kmart Sports Tools Watches Target Schiffman, Bednall, OCass, Paladino, Ward & Kanuk: Consumer Behaviour 4e © 2007 Pearson Education Australia 5 Uses of segmentation Schiffman, Bednall, OCass, Paladino, Ward & Kanuk: Consumer Behaviour 4e © 2007 Pearson Education Australia 6 Nine main bases for segmentation Schiffman, Bednall, OCass, Paladino, Ward & Kanuk: Consumer Behaviour 4e © 2007 Pearson Education Australia 7 Geographic segmentation Where the market is divided by location Assumes that slew who live in the same area share some convertible needs and wants Geographic markets can be easily reached by topical anesthetic media Some firms use geographic segmentation to adopt a localised strategy, however... If you want to get a full essay, assign it on our website: Orderessay

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