MARK 201 Study Guide - Final Guide: Sea Salt, Kimberly-Clark, Business Analysis
11 Jan 2018
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Age and life-cycle segmentation: dividing a market into different age and life-cycle groups (disney cruises targets families with children) Occasion segmentation: dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item (christmas, halloween, canada day) Benefits segmentation: dividing the market into segments according to the different benefits that consumers see from the product (town bikes are for people seeking recreation, fitness, and urban utility) Markets can be segmented in non-users, ex-users, potential users, and regular users of a product. Segmenting business markets: business buyers can be segmented geographically, demographically, or by benefits sought, user status, usage rate and loyalty status. Segmenting international markets: can be segmented into geographic locations, economic factors, political & legal factors, and cultural factors. Intermarket (cross-market) segmentation: forming segments of consumers who have similar needs and buying behaviors even though they are located in different countries.
