1. Market Segmentation

2. What Is?
The process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix

3. The Base Geographic Demographic Psychological Psychographic
Sociocultural
Use Related Segmentation
Use Situation Segmentation
Benefit Segmentation
Hybrid Segmentation

7. Step in Segmentation Process
Needs-Based Segmentation
Segment Identification
Segment Attractiveness
Segment Profitability
Segment Positioning
Segment “Acid Test”
Marketing-Mix Strategy

8. Effective Segmentation Criteria
Measurable
Substantial
Accessible
Differentiable
Actionable

9. Exercise
Select a product and brand that you use frequently and list the benefits you receive from using it. Without disclosing your list, ask a fellow student who uses a different brand in this product category to make a similar list for his or her brand. Compare the two lists and identify the implications for using benefit segmentation to market the two brands
Does your lifestyle differ significantly from your parent’s lifestyle? If so, how are the two lifestyles different? What factors cause these differences?

10. Selecting and Evaluating Market Segments
Single-Segment Concentration
Selective Specialization
Product Specialization
Market Specialization
Full Market Coverage

11. Additional Consideration
Segment-By-Segment Invasion Plans
Updating Segmentation Schemes
Ethical Choice of Market Targets

12. Doing In Group Explain and Give an Example of Each Segmentation Visit:

13. According to your Group, what is the base of those companies’ segmentation?
Do those companies targeting only one segment or more?
How those companies positioning their product toward consumers’ mind?

14. Thank You