Chap

Chapter 6: Customer driven trade strategy change segmentation Segmenting consumer marts Geographic Segmentation Dividing a market into antithetical geographical units such as nations regions countries and cities * May decide to happen to in one or more * Many companies be choosing to localise their products, advertising and promotion and sales efforts to meet the supplicate of individual geographical segments * specialised products withal exist- i.e.

fish in a fishermans town Demographic segmentation Dividing market into segments found on variables such as age, sex family size behavior calendar method of birth control income occupation etc * well-nigh popular basis for segmentation * Consumer necessarily and wants permit been shown to modify closely with demographic status epoch and manners rhythm stage Dividing a market into polar age and life cycle groups * Must be wide-awake to guard against stereotypes * sequence can be a despicable predictor of a persons life cycle Gender Dividing a market into opposite segments ignorant on gender * A neglected gender segment can offer refreshful opportunities Income Dividing a market into different income segments * Many companies tar compensate large consumers with luxury goods and restroom services * Others target the low and eye income groups * Recent ball-shaped financial crisis has provided troubles for those marketers targeting specific income groups, Many customers concur cut sustain on their speding Psychographic segmentation * Dividing a market into different segments base on social class, lifestyle or personality characteristics ! * bulk in the same demographic have very different psychographic profiles * Marketers often segment their markets based on lifestyle and base their marketing strategies on lifestyle appeals * Marketers also use personality variables to segment markets Behavioural segmentation Dividing a market into segments based on consumer knowledge attitudes uses or answer to a...If you want to get a full essay, order it on our website: OrderEssay.net

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