Advanced 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

MMKT3110 Marketing Management

 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

Gender

Income

Psychographic

Believe, value, life status, opinion, activities

Behavioral

Decision Roles

Behavioral Variables

MG 220 Marketing Management 5

 Scope of Marketing
Who markets?

Marketplaces, Marketspaces & Metamarkets

Marketplaces
Physical | buying yourself


Marketspaces
Online | ‘Ordering’


Metamarkets
Complimentary products

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 Scope of Marketing
Who markets?

Marketplace is the traditional 'brick' store like Carrefour
Hypermarket or Walmart that we all tend to walk into, a shop with a
physical existence which displays wares for sale, for us to pick and
choose from. There is scope for physical interaction with the seller, to
try and test out new products, to negotiate terms, get clarification on
product usage and benefits.


Marketspace is the digital version of a store, a 'click' store, which
allows us the convenience of browsing through their products and
doing online shopping, without physically going anywhere, for example
the Carrefour web store. The buyer in marketspace tends to be focused
on what he wants to buy and generally has sufficient information.
There maybe some security concerns about privacy and payment and
it is the marketer's job to do the needful and offer reassurance.

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 Scope of Marketing
Who markets?

Metamarket is a cluster of goods and services
which are closely interrelated to each other but
is perceived by a consumer to be different. For
example, the metamarket for school education in
Dubai could include information on schools
catering to different curriculum, books and
stationery, lunch boxes and bags, tablets and
mobile apps for technology aided teaching and
learning, uniforms and footwear, e-resources as
support system, etc.
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
The End