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  • 2012-03-15 Consumer Analysis and Segmentation

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    Turan Abbasov
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    - to choose concrete segment (can be chosen one or few or all segments) - to describe customer in segments. Segment of market is the part customers, which are impacted by the same actions of marketing. In this task, You do not have to describe exact 3 segments - it could be 1 also more then 10 segments.

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    2012-03-15 Consumer Analysis and Segmentation (3)

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    - to choose concrete segment (can be chosen one or few or all segments) - to describe customer in segments. Segment of market is the part customers, which are impacted by the same actions of marketing. In this task, You do not have to describe exact 3 segments - it could be 1 also more then 10 segments.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    8 views2 pages

    2012-03-15 Consumer Analysis and Segmentation

    Uploaded by

    Turan Abbasov
    - to choose concrete segment (can be chosen one or few or all segments) - to describe customer in segments. Segment of market is the part customers, which are impacted by the same actions of marketing. In this task, You do not have to describe exact 3 segments - it could be 1 also more then 10 segments.

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    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
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    of 2

    II task CONSUMER ANALYSIS AND TARGET GROUP DETERMINATION

    Main tasks are: - to segment the market; - to choose concrete segment (can be chosen one or few or all segments) - to describe customer in segments

    Please fill the table above: Segmentation criteria Attributes of segment (please find in slides as industrial marketing segmentation) Size of companies Field of activities . Customer needs (what main needs regarding product or service features You are covering with yours product or service?) I segment II segment III segment .

    ATTENTION: segment of market is the part customers, which are impacted by the same actions of marketing. That means, what is not necessary to exclude some segments, if You think to provide same marketing actions for all segments. Sometimes can be only one segment, sometimes few. In this task, You do not have to describe exact 3 segments it could be 1 also more then 10 segments.

    EXAMPLE Criteria of Segmentation Mostly Used in Business Markets


    Segmentation Criteria Geographic characteristics Examples of This Segmentation Criteria Domestic/international markets Country Region of the country State and/or county Standard metropolitan Census tract ZIP code Standard industrial classification (SIC) Input- output classification Company size in terms of Number of employees Sales volume Annual purchases Average order size Organizational purchasing characteristics Value added by manufacturing Purchasing policies Purchasing procedures Buying process used Composition of buying center Buying influences involved Average order size Frequency of purchases Buyer inventory requirements Just-in-Time vs. EOQ Personality Attitudes Lifestyle Self-image Risk tolerance Decision-making style Cognitive style Present, past, or nonuser Heavy, medium, or light user Single source or multiple source user Reciprocal relationships Product benefits Partnering vs. non partnering relationships National accounts

    Demographic characteristics

    Buyer/buying influence personal characteristics

    Supplier/customer relationship/other characteristics

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