Professional Documents
Culture Documents
Alduheza, Shynne B.
Bugais, Lislyn Megann D.
Flores, Chiena Mae S.
Espana, Lorebeth L.
Lo, Manuel Timothy Jude C.
Manzo, Marie Angeli F.
Tan, Marie Charmaine B.
Marketers
Market Segmentation
- dividing a market on the basis of
differences and forming subgroups
based on common characteristics
- goes hand in hand with targeting and
positioning
Segmentation
- identifies variables that can be used to
target desirable groups of individuals
Identifying Desirable Market Segments
identifiable
accessible
of sufficient size
responsive to the targeted marketing
mix
Selecting Segmentation Variables
Advantages Disadvantages
Focus Strategies
Niche: small, narrowly defined market
a. Niche / Microniche Strategies
- select a single, profitable segment that
offers the best opportunity for success
Characteristics of a Niche
Demographic
Geographic
Psychographic
Behavioral
Benefits
Demographic Segmentation
Realists
Authority Seekers
Skeptics
Hypochondriacs
According to Piepho:
Dissatisfied
Energetic
Sedentary
Combining Psychographic and
Demographic Variables
Ambivalent learners
Uncertain patients
Risk avoiders
Assertively reliants
Behavioral Segmentation
uses information about consumer actions
and choices to group customers
deals with utilization of health care
services and products
criteria include:
- type of health insurance or plan choices
- frequency of visits to health care providers
- self-care habits
- prescription drug use
- nonprescription and heral medication use
- preventive care behaviors
- level of participation in pharmaceutical
care activities
Pareto Principle