14Bases for Segmenting Consumer Markets GeographicRegion, City or MetroSize, Density, ClimateDemographicAge, Gender, Family size and Fife cycle, Race, Occupation, or Income ...Lifestyle or PersonalityPsychographicOccasions, Benefits, Uses, or AttitudesBehavioral
15Discussion How to choose the segmenting variables? Consider the following products,please list the segmenting standard for each product and explain the reasons for them.1.computer; 2.shampoo; 3. Life insurance; 4.book
16Bases for Segmenting Business Markets DemographicOperating VariablesPurchasing ApproachesSituational FactorsPersonal Characteristics
17Effective Segmentation MeasurableEffective SegmentationSubstantialSize, purchasing power, profiles of segments can be measured.AccessibleSegments must be large or profitable enough to serve.DifferentialSegments can be effectively reached and served.ActionableSegments must respond differently to different marketing mix elements & actions.Must be able to attract and serve the segments.
18Heavy and Light Users of Common Consumer Products HEAVY HALFLIGHT HALFPRODUCT (% USERS)75%71%Soups anddetergents (94%)25%29%79%21%Toilet tissue (95%)Shampoo (94%)75%25%17%Paper towels (90%)Cake mix (74%)Cola (67%)83%13%5%87%19%Beer (41%)Dog food (30%)Bourbon (20%)81%95%
34Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind. P 298
35Perceptual Map Live shows Easy to reach Little waiting Good food 1.00.80.60.40.2-0.2-0.4-0.6-0.8EconomicalFun ridesExerciseFantasyGood foodEasy to reachEducational,animalsLittle waitingLive showsMagicMountainJapaneseDeer ParkBuschGardensKnott’sBerryFarmLionCountrySafariMarinelandof thePacificDisneyland
36Sales & Profit Life Cycles TimeSales & profits ($)IntroductionGrowthMaturityDecline