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Chptr 4 - marketing segmentation and positioning - Coggle Diagram
Chptr 4 - marketing segmentation and positioning
Marketing segmentation
Is the devision of the overall market into groups with common characteristics
Marketing segment
Is a subgroup of the overall market which shares similar characteristics and is relevant to the purchase or use product,service or experiences.
Positioning
Is the development of a service and marketing mixed at occupying a specific place in the minds of target consumers
Targets market
Refers to a group of potential customers to whom a company wants to selling product and service
A niche market
Is a subsets of larger market with its own particular needs or preferences, which may be different from the larger market
Segmentation bases in selection of market segmentation
geographic segmentation
demographic segmentation
Physchographic segmentation
Behavioural segmentation
Geographic segmentation
Segmentation base
country/ continent
England,uk
region/area the country
North India,West India
city
New York,Los angeles
Urban/rural
Measured by the area population density
Climate
Tropical,
costal/inland
Measured by distance to the coast
Demographics segmentation
Looks at who customer are
gender
family's sizes
ethnic backgrounds
Family life cycle
income
education
Age
Pyschographic segmentation
Segmentation base
lifestyle
Family, sport,social,education
value
Value and lifestyle
social class
Upper class,middle,lower
personality/self concept
Ongoing,creator,innovator serious
activities, interest, opinion
Various,hobbies,sport,interest
Behavioural segmentation
deals with the action, or behaviour, of individual consumers
user status,user frequency,and usage occasions