Market segmentation (20 Slides)

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Presentation

Slides :

5 slides

Format :

.ppt

Published date :

04/29/2009

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Table of Contents Market segmentation (20 Slides) Table of Contents

 
  1. Introduction
  2. Meaning of market segmentation
  3. Why segment markets?
  4. Advantages of market segmentation
  5. Limitations of market segmentation
  6. Bases for market segmentation
  7. Geographic base
    1. Local market
    2. Urban and rural
    3. Regional
    4. National market
    5. International market
  8. Demographic bases
    1. Sex
    2. Age
    3. Size of family
    4. Income
    5. Family of cycle
    6. Occupation
    7. Religion
    8. Education
  9. Psychographic bases
    1. Social class
    2. Life style
    3. Personality
    4. Product consumption
    5. Product benefits
    6. Concentrated (niche) marketing
    7. Micromarketing
  10. Positioning
    1. Positioning tasks
    2. User status
    3. Readiness to buy
    4. Attitides

Abstract

The national market of any country is very wide. The producers of goods need not concentrate on a specific group of buyers or a distinct market. This may be termed as 'mass' marketing. The producers of products must be clear whether they want to make a general purpose product which can be bought by any person in the nation-wide market or distinct kind of product to serve the needs of a particular group of buyers only. In simple terms. "market segmentation may be defined as a process of dividing a market into different sub-markets on the basis of some definite criteria." Another definition may be put as follows:"market segmentation is a process of dividing buyers into various groups with a common need or want, into different classes on the basis of region, age, sex, preference, habit, prejudice etc.

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