Marketing Management

with Dr. Rizwan Ali

Lahore Business School (LBS)

The University of Lahore
Ph,D (Management Science), China
rizwan.ali1@lbs.uol.edu.pk
0300-8888916
 Levels of Market Segmentation
From Mass-Marketing to Micro-Marketing

Mass Marketing – basis for Segmentation


Mass Marketing is:
Mass Production, Mass Distribution and Mass Promotion of
one product for all buyers
COKE’s 300 Ml bottle for everyone


Micro-Marketing is done at one of four levels:

Segments - Segment Marketing

Niches – Niche Marketing

Local Areas – Local Marketing

Individuals - Customization

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Levels of Market Segmentation
From Mass-Marketing to Micro-Marketing
Segments - Segment Marketing
A market segment is a group of people who share one or more common
characteristics, lumped together for marketing purposes. Each market
segment is unique, and marketers use various criteria to create a
target market for their product or service.

Niches – Niche Marketing

A niche market is the subset of the market on which a specific product is
focused. The market niche defines the product features aimed at satisfying
specific market needs, as well as the price range, production quality and the
demographics that it is intended to target. It is also a small market segment.

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Levels of Market Segmentation
From Mass-Marketing to Micro-Marketing
Local Areas – Local Marketing
Local marketing referred to as local store marketing or
neighborhood marketing—specifically targets the community around a
physical store or restaurant. Promotional messages are directed to the local
population, rather than the mass market.
Individuals – Customization
The action of modifying something to suit a particular individual or task.

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 Segmenting Consumer Markets

Different Segmentation Variables:


Geographic

Demographic

Age & Lifecycle

Life Stage

Gender

Income

Generation

Social Class

Psychographic

Behavioral

Decision Roles

Behavioral Variables

MG 220 Marketing Management 5

 Retail Marketing
 Retail Marketing  
Sale of goods and services from businesses to an end user.
Retail marketing is the process by which retailers promote
awareness and interest of their goods and services in an
effort to generate sales from their consumers.

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 Competitive Dynamics/Wholesale
 Competitive dynamics is a term used to describe a gamut
of actions and reactions of firms taking part in
a competitive business environment.
 Wholesale marketing is when a producer or
manufacturer of a product sells its supply to a company
(the wholesaler), who will, in turn, sell it to the end
consumer, possibly even under the brand name of the
company.

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
Thanks