c
c  cV"Dividing a market into smaller groups of buyers with

distinct needs, characteristics or behaviours who require separate products or marketing mixes.
The company identifies different ways to segment the market and develop profiles of the
resulting market segment".

Four major segmentation bases for consumer markets will be:

1. Geographic segmentation
2. Demographic segmentation
3. Psycho-graphic segmentation
4. Behavioural segmentation

Geographic segmentation:
Subdividing markets into segments based on location, the regions, countries, cities and towns
where people live and work is geographic segmentation. The reason for this is simply that
consumer wants and product usage often are related to one or more of these subcategories.
Geographic characteristics are also measurable and accessible.

Demographic segmentation:
Demographics are the most common basis for segmenting consumer markets. They are
frequently used because they are often strongly related to demand and relatively easy to measure.
The most popular characteristics for demographic segmentation are age, gender, family, life-
cycle, income and education.

Psycho graphic segmentation:

Psycho graphic segmentation divides buyers into different groups based on social class, lifestyle
or personality characteristics. People in the same demographic Group can have different psycho
graphic makeup. So psycho graphic segmentation helps the marketer in examining attributes
related to how a person thinks, feels, and behaves.

Behavioural segmentation:
Some marketers regularly attempt to segment their markets on the basis of product-related
behavior, they utilize behavioural segmentation. Behavioural segmentation divides buyers into
groups based on their knowledge, attitudes, uses or responses to a product.

Great Answer Report


 DIRECTIONS TO STUDY FOR INTERNAL TEST

1) Explain Marketing Mix and Marketing environment

2) Describe segmentation and types.

3) What is Market potential? What are the Demand Forecasting & Sales Forecasting

techniques to estimate market potential?

4) What are the steps in Marketing Research? How MR helps for Marketing planning?

5) What do you understand Pricing Policies, Structures and Methods.

6) Explain Communication process? What are the elements of Promotion mix? Elaborate

Promotion strategies with reference to consumer and industrial products.

7) What is the role of middle man in distribution? How do you develop dealers ±

distribution channels network?

8) How buying differs in terms Household and Institution / Organizational? What are the

buying situations and buying centre?

9) Product Mix Decision ± Product identification, Product Life Cycle, Branding and

Packaging.

10) Explain Marketing Concepts, its relevance in India ? Which are the different Marketing

Information Systems available for marketing decisions?

Short Notes:
 1) Importance of distribution

2) Marketing Audit

3) New Product development

4) Advertising and personal selling

5) Concepts of Regulated Prices in selected industries

6) Channel management - physical distribution

7) Porters generic strategies

8) Ansoff product market expansion grid

9) Porters value chain analysis

10) Porters five forces

V