importantsegmentation factor. Consumers from Nyanza and Coastal region will need lighter clothes because of their heat brought about by their proximity to large water bodies. This is in comparison to consumers from the Mount Kenya region who would use insulating material to build their homes because...
MarketSegmentation and Positioning
Positioning is not what you do to a product; it is what you do to the mind of a prospect.
Ries and Trout (1972)
After reading this chapter, you will be able to:
✔ Describe the principles of marketsegmentation and the STP
Dominos Pizza SEGMENTATION STRATEGY
Demographic segmentation :
In demographic segmentation, we divide the market into groups on the basis of variables such as age, gender, etc; these demographic variables are so popular with marketers so that they are often associated with the consumer’s...
, splitting up the market into smaller groups.
Demographic segmentation consists of dividing the market into groups based on variables such as age, gender family size, income, occupation, education, religion, race and...
An Introduction to Marketing in Business
Session 1What is marketing?
1.1 The marketing concept:
• Marketing is a business philosophy of doing business which start with a focus on customer needs and expectations.
• The UK Chartered Institute of Marketing (CIM) defined...
segmentation | Dividing buyers into different groups based on social class, lifestyle, and personality characteristics. |
Demographic segmentation | Dividing the market into groups based on demographic variables, Age, Gender, Income and occupation |
Behavior segmentation | Buyers are divided into...
free in developing nations so there is more purchasing power
• For products whose price is low enough population is amore importantvariable
• Global Teens – young people between the ages of 12 and 19
– A group of teenagers randomly chosen from different parts...
Analysis, also called strategic marketing whenever we started to figure out about marketing (4P). In marketing, STP stands for marketsegmentation, targeting or target market selection and product positioning. Generally, it is an analytical approach that helps the organization make important ‘where...
threats. Furthermore, the objective of Liter1 is to capture the tablet market with its environmentally friendly and commercial realization. The strategy of Water ® Company’s Liter1 aims to achieve the marketing objectives through several important elements such as marketsegmentation. At the end of the...
Journal of Humanities and Social Science
Vol. 1 No. 20; December 2011
These shortcomings led tourism researchers to consider other variables in segmenting markets beyond the standard socio-demographic and geographic variables. As a result, more theoretical typologies have been proposed and these...
response. While several variables can be used to segment a market (Alfansi and Sargeant, 2000; Beane and Ennis, 1987; Kotler, 2000), according to Kotler (2000), marketsegmentationvariables are usually selected from four broad areas, namely: (1) geographic characteristics; (2) demographic...
segmentation is essential as the target market gets segmented according to variables that can be measured. Malaysia use demographic segmentation in order to find out what age is its target market and what social class do they belong to. In addition, Malaysia tends to focus to demographic segmentation in order...
customers, giving them exactly what they want or may want, and communicating through targeted promotional activity, event sponsoring, web-sites, emails, trade publications shows, etc. Three types of marketsegmentation strategies are the un-segmented approach, the mulit-segmented approach and the...
International comparison of the role of housewives in
France and the UK
Applications of AIO (in Ziff (1974)
What products serve that need?
Who buys the products?
Why customers buy?
Who makes the buying decision?
Where the customers buy?
The focus of understanding markets is the understanding of customers and buyer behavior 
184.108.40.206 MarketSegmentationMarketsegmentation is...
Be Segmented 10
Brand as Luxury Automobile Segmentation 10
Automobile's Price and Characteristics as Luxury Automobile Segmentation 11
Developed Country and Emerging Country Customers' Perceptions
of Luxury Automobiles 12
What Directs the Market Performances 12...