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Contents
1.Introduction
2.Approaches
Thebasicapprachesforsegmantationare:
Twostageappraoch
>Macrosegmenattion >Microsegmenation
Nestedapproach Bottomupapproach
approach(cont.)
Twostageapproach:
Macrosegmenation
herethesgmentationisdoneonthebasisof industrylocation,SICcode,organisationsize.
Microsegmentation
thiscanbedonebyusingproductquality,buyer's attitude,priceetc.
approach(cont.)
Nestedapproach:(
approach(cont.)
Bottomupappraoch(Koltermodel):
3.SegmenationObjective
4.Typesofsegmentation
Softwareindustrycanhavevarioustypesof segmentationas
Accordingtotheindustrydomainsegmentation canbediffered.
5.marketsegmentation
Marketseg(cont.)
Geographicsegmentationdividemarketinto location,regions,countries,cities
Classificationofmarket segmentation
6.Productsegmentation
Productseg(cont.)
Results:
7.CustomerSegmentation
Customerseg(cont.)
Customersegmentation usingdecisiontree
CMSdecisiontree
8.Examples
Thefollowingaretheexamplesofsegmentsin variousindustries
HPIndustry
eg(cont.)
Financialservices
TCS
Thankyou