Segmentation BasesGeographiclocationDemographics·Psychographics.BehaviorwithregardtotheproductCompaniescancombinesbases,suchasgeodemographics(geographyanddemographics)1007001010100111701000010010111010010C2006PrenticeHall
©2006 Prentice Hall 8-6 • Geographic location. • Demographics. • Psychographics. • Behavior with regard to the product. • Companies can combines bases, such as geodemographics (geography and demographics). Segmentation Bases
Geographic Segments· Product distribution strategy is a driving forcebehindgeographicsegmentation.Countriesmaybesegmentedbasedon Internetusage..U.S.has186millionusersChinahas95.6millionusers·Japanhas77.9millionusersGeographicmarketsmayalsobeevaluatedbyinfrastructure variables.Languagespokenmayalsobeavariable070010101001111010000100101110100102006PrenticeHa
©2006 Prentice Hall 8-7 Geographic Segments • Product distribution strategy is a driving force behind geographic segmentation. • Countries may be segmented based on Internet usage. • U.S. has 186 million users. • China has 95.6 million users. • Japan has 77.9 million users. • Geographic markets may also be evaluated by infrastructure variables. • Language spoken may also be a variable