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CD Audiences and Scheduling Info

CD Audiences and Scheduling Info

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Published by Julie Thrasher

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Published by: Julie Thrasher on May 26, 2012
Copyright:Attribution Non-commercial


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lots of information but useful!
Market & Audience Segmentation
Market segmentation is the identification of portions of the market that are different fromone another. Segmentation allows the firm to better satisfy the needs of its potentialcustomers.
The Need for Segmentation
The marketing concept calls for understanding customers and satisfying their needs betterthan the competition. But different customers have different needs, and it rarely is possibleto satisfy all customers by treating them alike.
Target marketing 
recognizes the diversity of customers and does not try to please all ofthem with the same offering. The first step in target marketing is to identify different marketsegments and their needs.
Requirements of Market Segments
In addition to having different needs, for segments to be practical they should be evaluatedagainst criteria, some explained here:
Bases for Segmentation in Consumer Markets
Consumer markets can be segmented on the following customer characteristics.
BehaviouralGeographic SegmentationThe following are some examples of geographic variables often used in segmentation.
Region: by continent, country, state, or even neighbourhood
Size of metropolitan area: segmented according to size of population
Population density: often classified as urban, suburban, or rural
Climate: according to weather patterns common to certain geographic regionsDemographic SegmentationSome demographic segmentation variables include:
Family size
Family lifecycle
Generation: baby-boomers,Generation X, etc.
Social classMany of these variables have standard categories for their values. For example, familylifecycle often is expressed as bachelor, married with no children (DINKS: Double Income,No Kids), full-nest, empty-nest, or solitary survivor. Some of these categories have severalstages, for example, full-nest I, II, or III depending on the age of the children.SOCIAL CLASS SCALE in the UK:
Top management, bankers, lawyers, doctors and otherprofessionals
Middle management, teachers, many 'creatives' eg graphicdesigners etc
Office supervisors, junior managers, nurses, specialist clericalstaff etc
Skilled workers, tradespersons (white collar)
Semi-skilled and unskilled manual workers (blue collar)
Unemployed, students, pensioners, casual workers
 Psychographic SegmentationPsychographic segmentation groups customers according to their lifestyle. Activities,interests, and opinions (AIO) surveys are one tool for measuring lifestyle. Somepsychographic variables include:
Good article online at „The Independent‟
 http://www.independent.co.uk/arts-entertainment/are-you-an-oink-a-timat-or-just-a-dimp-1090289.html Lifestyle : Involves classifying people according to their values, beliefs, opinions, andinterests. There is no one standardised lifestyle segmentation model, instead market
3research firms, and advertising agencies are constantly devising new categories, whichwill best help target possible consumers of their clients products.One example of a life style classification model, is that developed by the advertisingagency, Young & Rubican, called Cross Cultural Consumer Characterization (4Cs forshort). This classification model is presented in the table belowThe 4CsResignedRigid, strict, authoritarian and chauvinist values, oriented to the past and toResigned roles. Brand choice stresses safety, familiarity and economy. (Older)StrugglerAlienated, Struggler, disorganised - with few resources apart fromphysical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junkfood and lotteries, also trainers. Brand choice involves impact and sensation.MainstreamerDomestic, conformist, conventional, sentimental, passive, habitual. Part of themass, favouring big and well-known value for money 'family' brands. Almostinvariably the largest 4Cs group.AspirerMaterialistic, acquisitive, affiliative (like to give their allegiance to), image,appearance, charisma, persona and fashion. Attractive packaging moreimportant than quality of contents. (Younger, clerical/sales type occupation)SucceederStrong goal orientation, confidence, work ethic, organisation ... support statusquo, stability. Brand choice based on reward, prestige - the very best . Alsoattracted to 'caring' and protective brands ... stress relief. (Top management)ExplorerEnergy - autonomy, experience, challenge, new frontiers. Brand choicehighlights difference, sensation, adventure, indulgence and instant effect - thefirst to try new brands. (Younger - student)ReformerFreedom from restriction, personal growth, social awareness, value for time,independent judgement, tolerance of complexity, anti-materialistic butintolerant of bad taste. Curious and enquiring, support growth of new productcategories. Select brands for intrinsic quality, favouring natural simplicity, smallis beautiful.(Higher Education)Behavioural SegmentationBehavioural segmentation is based on actual customer behaviour toward products. Somebehavioural variables that are looked at in the audience are:
Benefits they seek
Usage rate
Brand loyalty
User status: potential, first-time, regular, etc.
Readiness to buy/consume
Occasions: holidays and events that stimulate purchases/consumptionBehavioural segmentation has the advantage of using variables that are closely related tothe product itself. It is a fairly direct starting point for market segmentation.

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