1. Dipl.-Kfm. Daniel Markgraf Lehrstuhl für BWL, insb. Marketing Universität Leipzig No Segmentation Complete Segmentation Segmentation after income brackets (1, 2 und 3) Segmentation after age brackets (A und B) Segmentation after age- and income brackets 1 1 1 2 3 3 A A A B B B 1A 1B 1A 2B 3A 3B Types of Segmentation

2. Dipl.-Kfm. Daniel Markgraf Lehrstuhl für BWL, insb. Marketing Universität Leipzig Define the problem Develop the research plan Collect the information Analyze the information Present the findings and make decision

3. Dipl.-Kfm. Daniel Markgraf Lehrstuhl für BWL, insb. Marketing Universität Leipzig Data SourcesResearch Approaches Research Instruments Sampling PlanContact methods Secondary data Primary data Observation Survey Behavioral data Experiment Focus Groups Questionnaires Physiological tools Mechanical devices Qualitative measures Sampling Unit Sample Size Sampling procedure Mail questionnaire Personal Interviewing Phone Online methods

4. Dipl.-Kfm. Daniel Markgraf Lehrstuhl für BWL, insb. Marketing Universität Leipzig Secondary Sources Data Sources Internal DataExternal Data Primary Sources ObservationFocus-GroupsSurveyExperiment Getting Data

5. Dipl.-Kfm. Daniel Markgraf Lehrstuhl für BWL, insb. Marketing Universität Leipzig Closed-end Questions Open-end Questions Types of Questions

6. Dipl.-Kfm. Daniel Markgraf Lehrstuhl für BWL, insb. Marketing Universität Leipzig geographic demographic psychographic behavioral

7. Dipl.-Kfm. Daniel Markgraf Lehrstuhl für BWL, insb. Marketing Universität Leipzig demographic operating variables purchasing approaches situational factors personal characteristics

8. Dipl.-Kfm. Daniel Markgraf Lehrstuhl für BWL, insb. Marketing Universität Leipzig measurable substantial accessible differentiable actionable

9. Dipl.-Kfm. Daniel Markgraf Lehrstuhl für BWL, insb. Marketing Universität Leipzig The Market P2P2 P1P1 P3P3 M1M1 M1M1 M1M1

10. Dipl.-Kfm. Daniel Markgraf Lehrstuhl für BWL, insb. Marketing Universität Leipzig Industry competitors (Segment rivalry) Suppliers Substitutes Buyers Potential entrants

11. Dipl.-Kfm. Daniel Markgraf Lehrstuhl für BWL, insb. Marketing Universität Leipzig P2P2 P1P1 P3P3 M1M1 M1M1 M1M1 M1M1 M1M1 M1M1 M1M1 M1M1 M1M1 M1M1 M1M1 M1M1 M1M1 M1M1 M1M1 P2P2 P1P1 P3P3 P2P2 P1P1 P3P3 P2P2 P1P1 P3P3 P2P2 P1P1 P3P3