Download business market

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MARKET SEGMENTATION
TYPES OF MARKETS
 BUSINESS MARKET
 GOVERNMENT MARKET
 CONSUMER MARKET
MARKET SEGMENTATION VARIABLE
 GEOGRAPHIC SEGMENTS
 DEMOGRAPHIC SEGMENTS
 PSYCHOGRAPHIC SEGMENTS
 BEHAVIORAL SEGMENTS
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Marketing segmentation is the process of
aggregating individuals and businesses along
similar characteristics that pertain to the use ,
consumption, or benefits of a product or
service.
The result of market segmentation is groups
of customers called market segments.
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If internet users behave different at work
than at home, marketers can capitalized on
these difference by targeting each as a
separate segment .
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Business market
Government market
Consumer market
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It involves the market of products to businesses,
government and institutions for use in the
business operation, as components in the
business products.
The online B2B(business to business) marketing
is
huge because a higher proportion of
companies are connected to the internet than
consumers , especially in developing countries.
Much of the B2B online activity is transparent to
consumers.
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Businesses wishing to sell to governments face
challenges unique to this market. The
government agencies have many rules for
suppliers to follow regarding qualifications,
paper work and so on.
The government agencies are generally
particular about timely delivery of quality
products at reasonable prices.
The good news is that small and large
businesses usually have equal chance of selling
to government.
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The consumer market involves marketing
goods and services to the end consumer.
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Geographic segments
Demographic segments
Psychographic segment
Behavioral segment
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Product distribution strategy is a driving force
behind
geographic
segmentation.
A
consumer goods online retailers , such as
buy.com , we want to reach only customers in
countries where it distributes products.
Important geographic segments for emarketing are:
Languages on web pages
Local marketing
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Demographic comes out from the word demography
which means “study of population”.
As people age their needs and wants change, some
organizations develop specific products aimed at
particular age groups for example nappies for babies,
toys for children, clothes for teenagers and so
on.
Gender segmentation is commonly used within
the cosmetics, clothing and magazine industry.
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User psychographics includes personality, values,
lifestyle, activities, interests and opinion(AIO).for
example:
Lifestyle groups
 Mobile
 High valued house/flat
 Good Salary
 Young branded car
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To commonly use behavioral segmentation
variables are benefits sought and product
usage.
It divides buyers in to groups based on there
knowledge , attitudes, uses or responses to a
product. Many marketers believe that
behavior variables are the best starting point
for building market segments.
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