Management and Organizational Studies 2320A/B : Market Segmentation
4 Feb 2012
School
Department
Professor
Document Summary
Segmenting consumer markets y geographic segmentation: dividing the market into different geographical units such a nations, regions, provinces, counties, cities and neighborhoods, many companies today are localizing their products, advertising, promotion and sales efforts. offering different products or suing different marketing approaches for different age and life cycle groups. marketers must be careful to guard against stereotypes when using this segmentation method: gender segmentation. long been used in clothing, cosmetics, toiletries and magazines: income segmentation. automobiles, clothing, cosmetics, financial services and travel. many companies target affluent consumers with luxury goods and convenience services. real-estate experts scout locations for new stores to. Dollarama chains by looking for lower-middle class neighborhoods: psychographic segmentation. divides buyer into different groups based on social class, lifestyle or personality characteristics: behavioral segmentation. divides buyers into groups based on their knowledge, attitudes, uses or responses to a product.
