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MARKETING - TOPIC E (market segmentation1 (business markets (behavioural…

- - - - usage rate
      - user status
      - loyalty status
      - benefits sought
    - - industry
      - company size
  - - - consumers who have similar needs&buying behaviour&live in different countries
        
        ex:Coca Cola-teens
  - - - lifestyle
        
        ex:Zipcar-"urban life"
      - personality
        
        ex:Royal Caribbean-high energy couples
      - social class
    - - benefits sought
      - user status
        
        ex:retailer Wiiliams-Sonoma -newly wedded couples-kitchenware
      - usage rate
        
        ex:Bking-targets "super fans"
      - loyalty status
        
        ex:Apple-"Mac fanatics"
      - occasions
        
        ex:M&Ms-ads& packaging for holidays
    - - ex:Walmart-Hispanic neighbourhoods
    - - gender
        
        ex:Nivea for men-Active3-"what men want"
        
        ex:Harley-Davidson motorcycles targeted to women
      - income
        
        ex:when Steinway sell a grand piano they offer to host a social event in the buyer's home-inc performance from Steinway artist
      - age and life-cycle stage
        
        ex:Disney cruise lines- families with children
  - - - large or profitable enough to serve
    - - distinguishable
    - - segments effectively reached&served
    - - effective programs
    - - ex:'Anything Left-Handed' in UK-targets left-handed people only-niche
- - - - ex:Toyota
    - - ex:Whole Foods Market
    - - local
        
        tailor brands&promotions to needs&wants of local customer groups
        
        ex:Walmart
      - individual
        
        individual customization of products
        
        ex:Vans shoes