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MARKET SEGMENTATION, GROUP 5 Nur Fatihah Nur Arthirah Nurin Khairunnisa…
MARKET SEGMENTATION
Requirement for Effective Segmentation
Substantial
the market segments are large and profitable enough to serve
Differentiable
the segments are conceptually distinguishable
Accessible
the market segments acan be effectively reached and served
Actionable
program can be designed for attracting and serving the segment
Measurable
the size, purchasing power and profitles can be measured
Base of Market Segmentation
Demographic segmentation
Divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality
Psychographic segmentation
Divides buyers into different groups based on social class, lifestyle, or personality traits
Behavioral segmrntation
Divides buyers into groups based on their knowledge, attitudes, user, or responses to a product
Geographic segmentation
Divides the market into different geographical units such as nations, regions, states, counties, or cities
Definition
Divifing a market into smaller groups with distinct needs, characteristics or behavior that might require separate marketing strategies
GROUP 5
Nur Fatihah
Nur Arthirah
Nurin Khairunnisa
Chin Zi Ping