Download Market Segmentation

Marketing’s Main
Purpose
Marketing Process
Provide a bridge between producers &
consumers so exchange of goods &
services can occur
There are 7 main
Marketing Functions
that make up the
marketing process
• Distribution: Physical
movement & storage
• Financing: How & where
funds are used in business
• Marketing-info-management:
Collecting, disseminating, &
using info. To make sound
business decisions
• Pricing: Decisions dictating
how much to charge for
products
• Product/Service
management: What
products & services will be
offered
• Promotion: Activities that
inform & persuade
• Selling: Personalized
communication that
influences purchasing
decisions
Marketing Mix(Four
P’s): Four Main
Marketing Decisions
•
•
•
•
Product (P/S Planning)
Place (Distribution)
Price
Promotion
* Most important decisions because each deals
directly with consumers.
The Marketing Mix—The Four Ps
Product
Decisions
involve the goods, services, or ideas used to
satisfy consumer needs.
Price
Decisions
involve the exchange process between the
customer and the seller.
Place
Decisions
involve making the product available to the
customer.
Promotion
Decisions
involve how the goods or services are
communicated to the consumer.
Marketing Decisions
Must be Directed
Towards the Target
Market
Target Market: The group(majority) of
consumers that a business will direct
it’s marketing activities towards
• PRODUCT
• PLACE
• PRICE
• PROMOTION
How do Businesses
Define their Target
Market?
Through the process of
Market Segmentation
Analyzing Markets
Market segmentation
is a way of analyzing a
market by specific
characteristics in order
to create a target
market
Types of Segmentation:
•
•
•
•
Demographics
Psychographics
Geographics
Product Benefits
Market segmentation
Separating larger groups into smaller groups
based on certain characteristics
• Demographics – Segmenting
the market based on consumers
personal characteristics.
–
–
–
–
–
–
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Age
Gender
Income
Ethnic Background
Life Stage
Occupation
Educational Level
• Income
– Disposable income –
money left after
taking out taxes
– Discretionary income
– money left after
paying for basic
living necessities
such as food,
shelter, and clothing
• Ethnic Background
U.S. Trend – The percentage of the
Caucasian population is declining,
while other ethnic populations
increase.
• Education
• Occupation
• Psychographic
– segmenting consumers based
on social and psychological
characteristics
– Lifestyles (outdoor
enthusiasts, computer
“geeks”)
– Hobbies
– Personalities
– Interests
– Trends – healthy eating,
politics, Name brands
• Geographic
– Segmenting consumers based
on their location.
• Regional, National, Global
Music teachers,
dancers, and other
music lovers would
be one category of
people who share
psychographic
characteristics.
VALS™ is a marketing and consulting tool that helps
businesses worldwide develop and execute more effective
strategies. The system identifies current and future
opportunities by segmenting the consumer marketplace on
the basis of the personality traits that drive consumer
behavior. VALS applies in all phases of the marketing
process, from new-product development and entry-stage
targeting to communications strategy and advertising.
Click on VALS to learn more
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Product Benefits Segmentation
• Segmenting consumers based on their
response or benefits from a product.
– Rate of Use – Coffee Drinkers or Smokers
– Loyalty – Kroger shoppers or Coke
Drinkers
– Occasion – Christmas shoppers, Brides &
Grooms.
Goal of Market Segmentation
Identify the specific characteristics of a
business’s target market in order to make the
most effective marketing decisions.