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Market Segmentation

Market Segmentation. Managerial Marketing MAR 331. Market Segmentation. Global Marketing Several segments simultaneously with different marketing mixes. Market Segmentation. A process of aggregation; pulling together groups of customers who resemble each other.

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Market Segmentation

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  1. Market Segmentation Managerial Marketing MAR 331

  2. Market Segmentation • Global Marketing • Several segments simultaneously with different marketing mixes

  3. Market Segmentation • A process of aggregation; pulling together groups of customers who resemble each other. • Not really breaking large markets into smaller ones.

  4. Market Segmentation • Geographic • Demographic • Psychographic • Behavioral

  5. Product Differentiation • Segmentation focuses on groups of customers. • Differentiation emphasizes product differences to attract buyers. • Both of these strategies are usually employed at the same time; not always.

  6. Segmentation/Differentiation • Classic Coke, Caffeine Free Coke, Diet Coke, Caffeine Free Diet Coke, Cherry Coke, Diet Cherry Coke • Product Differentiation can occur without segmentation

  7. Product Differentiation • Cost-Benefit Tradeoff

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