Bases for Segmenting Consumer Markets 8-6 Characteristics >Demographic >Geographic >Psychographic >Response 制纤港所贺多大孝 国际商学院市场营销学系
8 － 6 8 － 6 Bases for Segmenting Consumer Markets Characteristics ¾Demographic ¾Geographic ¾Psychographic ¾Response
Geodemographics 8-7 Characteristics Demographics: >Gender >Age >Income Geographic location: >Occupation >Population by country >Marital status >Popn.by Region >Household size >Popn.by City size >Race >Popn.by SD >Religion >Education level >Popn.by SSD >Socioeconomic >Popn.by LGA >status >Popn.by CD >Lifecycle stage Bases for identifying homogenous groups of consumers that are measurable,accessible,substantial and,actionable 制卧价蜀易大考 国际商学院市场营销学系
Characteristics Characteristics Geographic location: ¾Population by country ¾Popn. by Region ¾Popn. by City size ¾Popn. by SD ¾Popn. by SSD ¾Popn. by LGA ¾Popn. by CD Demographics: ¾Gender ¾Age ¾Income ¾Occupation ¾Marital status ¾Household size ¾Race ¾Religion ¾Education level ¾Socioeconomic ¾ status ¾Lifecycle stage Bases for identifying homogenous groups of consumers that are measurable, accessible, substantial and, actionable Geodemographics Geodemographics 8-7 8-7
Bases for Segmenting Business Markets 8-8 >Demographics >Operating Variables >Purchasing Approaches >Situational Factors >Personal Characteristics 制卧经价蜀易大考 国际商学院市场营销学系
8 － 8 8 － 8 Bases for Segmenting Bases for Segmenting Business Markets Business Markets ¾Demographics ¾Operating Variables ¾Purchasing Approaches ¾Situational Factors ¾Personal Characteristics
Signodes Segmentation Variables 8-9 More Profitable Programmed Buyers Relationship Buyers Transaction Buyers Bargain Less Hunters Profitable 制卧经价蜀易大考 国际商学院市场营销学系
Programmed Buyers Programmed Buyers Relationship Buyers Relationship Buyers Transaction Buyers Transaction Buyers Bargain Hunters Bargain Hunters More Profitable Less Profitable 8－9 8－9 Signode‘ s Segmentation Variables
Segmenting International Markets Factors for Segmenting International Markets >Economic >Political/Legal >Cultural Intermarket >Geographic 制卧经价蜀易大考 国际商学院市场营销学系
8 －10 Segmenting International Markets Segmenting International Markets 8 －10 Factors for Segmenting International Markets ¾Economic ¾Political/Legal ¾Cultural ¾Intermarket ¾Geographic