Beruflich Dokumente
Kultur Dokumente
MARKETING
ENVIRONMENT AND
MARKET
SEGMENTATION
Chapter 3
Marketing Environment:
2
Factors influencing
environment:
MEANING of MARKETING
4
SEGMENTATION:
Meaning:
5
It is a method of achieving
maximum market response
by diving the market into
various groups on the basis
of certain common features.
Its strategy to DIVIDE AND
CONQUER .
Market segmentation is a
two fold process:
Definitions:
6
Philip Kotler:
R.S.DAVAR:
Approaches/types of market
segmentation
7
People oriented
approach:
Product oriented
approach:
Essentials/elements of market
segmentation
8
Identifiable
Measurable
Economically assessable
dynamic
Bases of market
segmentation:
consumer market
Geographic segmentation
Demographic segmentation
Psychographic Segmentation
Behavioral segmentation
Geographic segmentation:
10
11
Demographic
segmentation:
12
Psychographic
segmentation:
Life style
Personality traits
Behavioral segmentation:
13
User status
Usage rate
Loyalty
Attitudes
Benefits sought
14
Bases of segmenting
industrial goods market:
Kind of business
Buying criteria
Geographical
criteria
Consumer criteria
15
Importance/benefits of
market segmentation:
16
Limitations of market
segmentation:
Expensive:
Product, production,promotion,inventory ,
management cost
Time consuming
unpredictable consumer behavior
Changing environment
Diversity of Indian market
Conservative attitude of management
Wrong judgments
17
Differentiated
marketing:
It is aimed at two or
more specific segments
in the market.
The firm decides to
target several
segments and develops
different products with
different marketing mix
aimed at varying group.
It is also called as multi
segment marketing.
18
Differentiated
marketing:
Merits:
Demerits:
Concentrated marketing:
19
Merits:
Demerits: