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Chapter 6: Customer mince trade strategy commercialize memberation Segmenting consumer marts Geographic divider Dividing a market into antithetic geographical units such as nations regions countries and cities * May decide to progress to in one or more * Many companies atomic number 18 choosing to localise their products, advertising and promotion and sales efforts to meet the select of individual geographical segments * specialised products withal exist- i.e.

fish in a fishermans town Demographic segmentation Dividing market into segments base on variables such as age, sex activity family size vivification schedule method of birth control income occupation etc * Most democratic basis for segmentation * Consumer inevitably and wants permit been shown to vary nigh with demographic status succession and life hertz period Dividing a market into diametric age and life cycle groups * Must be wide-awake to guard against stereotypes * Age ignore be a slimed predictor of a persons life cycle Gender Dividing a market into various segments based on gender * A neglected gender segment can offer clean opportunities Income Dividing a market into different income segments * Many companies target sizable consumers with luxury goods and convenience service * Others target the low and philia income groups * Recent global pecuniary crisis has provided troubles for those marketers targeting specific income groups, Many customers arrest cut back on their speding Psychographic segmentation * Dividing a market into different segments based on social class, lifestyle or personality characteristics * People in the same demographic crap very different psychographic profiles * Marketers lots segment their markets based on lifestyle and base their selling strategies on lifestyle appeals * Marketers in addition use personality variables to segment markets Behavioural segmentation Dividing a market into segments based on consumer knowledge attitudes uses or conclude to a...If you want to get a full essay, order it on our website: Orderessay

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