market segmentation jeremy kees, ph.d.. selecting and serving consumers market segmentation: the...
TRANSCRIPT
![Page 1: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/1.jpg)
Market Segmentation
Jeremy Kees, Ph.D.
![Page 2: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/2.jpg)
Selecting and Serving Consumers
• Market Segmentation: the process of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs
• NOT to be confused with targeting and positioning
![Page 3: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/3.jpg)
Our overall intent is to…
1. Identify groups of similar customers and potential customers
2. Prioritize the groups
3. Understand their behavior
4. Respond with appropriate marketing strategies that satisfy the different preferences of each chosen segment
![Page 4: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/4.jpg)
To effectively segment a market, remember SADAM• S Substantial• A Accessible• D Differential• A Actionable• M Measurable
![Page 5: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/5.jpg)
We can segment a market by…
Geography• Region of the world or country • City or country size • Climate
![Page 6: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/6.jpg)
We can segment a market by…
Demographics• age • gender • sexual orientation • family size • family life cycle• household type • income/expenditure patterns • occupation • education • socioeconomic status • religion• nationality/race/ethnic group
![Page 7: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/7.jpg)
• Oxygen.com – clearly an ad directed at the female segment
• Budweiser – most campaigns target young males
![Page 8: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/8.jpg)
We can segment a market by…
Psychographics• personality • lifestyle • value• attitude
![Page 9: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/9.jpg)
• Tom’s of MaineTom’s of Maine– Targeting a Specific
Marketing Segment
– Which segment?
![Page 10: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/10.jpg)
• How about Kellogg's?
![Page 11: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/11.jpg)
We can segment a market by…
Product Characteristics / Behavior• benefit sought • product usage rate• brand loyalty • product end use • readiness-to-buy stage
![Page 12: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/12.jpg)
• Which segment is Mabellene trying to appeal to?
![Page 13: Market Segmentation Jeremy Kees, Ph.D.. Selecting and Serving Consumers Market Segmentation: the process of dividing a market into distinct subsets (segments)](https://reader035.vdocuments.us/reader035/viewer/2022062722/56649f295503460f94c426dc/html5/thumbnails/13.jpg)
Segmenting based on one variable usually is not good enough….