Social Marketing

Topic: Market Segmentation
• What is market segmentation? • A process of dividing the market into distinct subsets of consumers/users/citizens with common needs or characteristics…(Shiffman & Kanuk, 2000) • Why market segmentation? • Customers, users, citizens are not an undifferentiated mass of people • there are groups and classes that can be identified • This groups display different traits and characteristics that have implication for the 7 Ps.
Lecture objectives: This lecture is intended to introduce students the concept of segmentation and the value of doing so Points to ponder: • Do all students alike in their reaction to “Tie Day”? • Could you identify segments in society in relation the human rights campaign?

1
ADS402 – SOCIAL MARKETING

Topic: Market Segmentation
• Bases for segmentation? • Geographical segmentation • region • city size • density • climate • Demographic segmentation • age • sex • marital status • income
Lecture objectives: This lecture is intended to introduce students the concept of segmentation and the value of doing so Points to ponder: • Do all students alike in their reaction to “Tie Day”? • Could you identify segments in society in relation the human rights campaign?

2
ADS402 – SOCIAL MARKETING

Topic: Market Segmentation
• Bases for segmentation? • Psychological segmentation • needs motivation • personality • perception • learning involvement • attitudes • Psychographic segmentation • combination of age, lifestyle, attitudes, values etc • yuppies
Lecture objectives: This lecture is intended to introduce students the concept of segmentation and the value of doing so Points to ponder: • Do all students alike in their reaction to “Tie Day”? • Could you identify segments in society in relation the human rights campaign?

3
ADS402 – SOCIAL MARKETING

Topic: Market Segmentation
• Bases for segmentation? • Socio-cultural segmentation • cultures (Malay Chinese, Indians, Caucasians etc) • religion (Muslim,