1. UNIT 4 – MARKET SEGMENTATION
THE MENU:
Read and discuss the opening TICKET
MARKETING BASICS
The Marketing Concept
What’s a Market?
The Marketing Strategy Formula
Marketing Segmentation
OUTCOMES:
By the end of UNIT, you will be able to:
Describe what the Marketing Concept is and why it is important.
List & Describe the components of a Market.
Describe the formula that makes Marketing Strategy work.

2. Marketing Basics Some Key Definitions
Marketing - is the process of developing, promoting, and distributing products to satisfy customers' wants and needs.
Additionally, it’s the creation and maintenance of satisfying exchange relationships
Product –
Customer –
Consumer –

3. Marketing Mix = The 4 “P”s
Marketing mix - describes how a business blends the four marketing elements
Product-what a business offers customers to satisfy needs (GSI)
Price - the amount that customers pay for products
Place (Distribution) - the locations and methods used to make products available to customers
Promotion - ways to encourage customers to purchase products and increase customer satisfaction

4. The 4 Ps…

5. Satisfying Customer Needs
Primary focus
Identify customer needs
Develop products
Operate a business profitably

6. Determine the Target Market
Target market—a specific group of people you want to reach
UNIT 4

7. How to Find a Target Market
Disposable income-income that can be spent freely AFTER necessities are paid for (food, taxes, …)
Demographics-specific customer information
UNIT 4

8. The Marketing Concept The Marketing Concept
Businesses must satisfy customers' needs and wants in order to make a profit.
3 components of a MARKET
All potential customers
Share common needs and wants
Have the ability and willingness to buy a product

9. The Marketing Strategy Formula
MS = TM + MM
MS is Marketing Strategy
TM is Target Market
MM is Marketing Mix (4Ps)

10. Targeting the right people!!
Target Marketing
Focusing marketing decisions on a very specific group of people
Customer vs. Consumer?
Customer buys the product
Consumer uses the product

11. Market Segmentation
A group of individuals that share one or more important characteristics.
These characteristics result in similar product or service needs.
Businesses use market segmentation to focus their marketing efforts.

12. Market Segmentation
Consumers can be divided into specific, well-defined segments based on certain characteristics:

13. Market Segmentation Geographic Segmentation
Dividing consumers into markets based on where they live.
The idea that individuals who live in a certain location might have the same wants and needs.
Can be as large as a country, or as small as a zip code.

14. Market Segmentation Demographic Characteristics
age, gender, race, income, and education level.
Disposable Income
Money left over after taxes & paying for basic living necessities

15. Market Segmentation Psychographics People’s interests and values.
The way you spend your time and your lifestyle choices.
Responsible for bowling alleys, sports stores, swimming pools, religious book stores, etc.

16. Market Segmentation Product Usage
The frequency that a customer uses a product.
Marketers communicate differently to consumers based on frequency of use.

17. Market Segmentation Benefits Derived
Divides the population into groups depending on the value they receive from the product or service.
Customer Profile
The combination of all the information about a customer