3886665
Description
Mind Map by Sayra Martínez, updated more than 1 year ago
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Created by Sayra Martínez
about 10 years ago
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CAP 6
- Market segmentation
- Dividing a market
into smaller
segments of buyers
with distinct needs,
characteristics, or
behaviours that
might require
separate marketing
strategies or mixes
- Through market segmentation,
companies divide large,
heterogeneous markets into
smaller segments that can be
reached more efficiently and
effectively with product and
services that marhc their unique
needs.
- SEGMENTING CONSUMER
MARKETS
- SEGMENTING BUSINESS
MARKETS
- Consumer & business
marketers use many of the
same variables to segment
their markets.
- Consumer & business
marketers use many of the
same variables to segment
their markets.
- SEGMENTING
INTERNATIONAL
MARKETS
- They can segment by
geographic location,
economic factors,
- They can segment by
geographic location,
economic factors,
- SEGMENTING FOR
EFFECTIVE
SEGMENTATION
- 1.- Measurable: the size,
purchasing power, and profiles of
the segments can be measured
- 2.- Accessible: The market
segments can be effectively
reached and served
- 3. Susbtantial: The market segments
are large or profitable enough to
serve.
- 4.- Differentiable: The segments
are conceptually distinguisable
and respond diferently to
different marketing mix elements
and programs.
- 1.- Measurable: the size,
purchasing power, and profiles of
the segments can be measured
- Through market segmentation,
companies divide large,
heterogeneous markets into
smaller segments that can be
reached more efficiently and
effectively with product and
services that marhc their unique
needs.
- Dividing a market
into smaller
segments of buyers
with distinct needs,
characteristics, or
behaviours that
might require
separate marketing
strategies or mixes
- Market Targeitng
- Target market: A set of buyers
sharing common needs or
characteristics that they
company decides to serve
- Micromarketing: Tailoring products and marketing programs to
the needs, and wants of specific individuals and local customer
segments; it includes local marketing and individual marketing
- Local: cities,
neighborhoods
- Individual:
Individual
consumers
- Local: cities,
neighborhoods
- Micromarketing: Tailoring products and marketing programs to
the needs, and wants of specific individuals and local customer
segments; it includes local marketing and individual marketing
- Target market: A set of buyers
sharing common needs or
characteristics that they
company decides to serve
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