Family-focused, adventurous, health-and-fitness-oriented
Segmentation Bases
Behavioural (or product-related bases)
Benifits desired (wide variation, depending on product)
Bases for segmenting markets
targeting and positioning. 2. List and understand the major bases for
segmentation. 3. Conduct an STP analysis to your business.
• Different customers are looking for different benefits from the goods and services they purchase.
Market segmantation
• The process of dividing the total market for a good or service into several smaller groups, each of which tends to be homogeneous (or similar) in all significant aspects.
Usage rate
non-user, light-user, heavy user
Loyalty status
always buy one brand or from one supplier; buy from a narrow range of preferred brands or suppliers; buy on price, convenience or impulse
high school, bachelor, master
Occupation
Income Religion
manager, professional, clerial, student, technician, sales
Protestant, Moslem, Buddism
Segmentation Bases
2. a small firm with limited resources can compete very effectively in one or two market segments;
3. marketers can make more efficient use of budget; 4. marketers can use advertising media and promotional
Market Segmentation, Targeting and Positioning
Tourism Marketing Unit
Delivered by: Amy Li
Learning Outcomes
After this session, you should be able to: 1. Define what is meant by segmentation,
I've tried the best, but still can't satisfy the customer.
Company's Resources
Customer Demand
TARGET MARKETING
The key steps in target marketing are:
Market segmantation Market targeting Market positioning
Phycographic
Social class Personality Lifestyle
Examples of typical segments
upper, upper middle, lower middle, blue collar
ambitious, self-confident, introverted, extroverted, sociable
Segmentation Bases
Demographic
Examples of typical segments
Age, Gender
Family lifecycle stage young single, young married no children, full nest family
Education
Benifits of Market Segmentation
By using the strategy of market segmentation,
1. a company can design products that closely match the demands of particular groups;
methods more effectively;
• How do we segment consumer markets?
Segmentation Bases
Geographic Region City size Urban/ rural Climate
Examples of typБайду номын сангаасcal market segments districts, postcode areas, blocks under25000, 25000-100000... urban, suburban, country town, rural hot, temperate, cold
I like the service here.
I prefer historical
sites
This is too expensive.
I prefer natrual scenic spots.
• The resources and capabilities of a company are limited