Professional Documents
Culture Documents
INTRODUCTION
• Organisations that sell to both consumer
and business markets recognise,
• That they
---- cannot appeal to all buyers
---- or to all buyers in the same way
• buyers are
• --- too many in number
• --- too widely scattered
• --- too varied in their needs
• --- too varied in their buying practices
• Companies vary widely in their abilities to
serve different segments of the market
• MARKET TARGETING
• Motto:
• THERE WILL BE NO MARKET FOR
PRODUCTS THAT EVERYBODY LIKES A
LITTLE,
• ONLY FOR PRODUCTS THAT
SOMEBODY LIKES A LOT
• TO NICHE OR TO BE NICHED
SEMENTING CONSUMER
MARKETS
• Geographic variables
Dividing the market into different
geographical units such as
Economy men
High autonomy cheap
Heavy users Value oriented
Low price
• ------------------------------------------------------------------------------------------------------------
• Beer (41%) 75 % 25%
• Cola (67%) 83% 27%
• Bourbon (20%) 95% 5%
• Shampoo (94%) 79% 21%
• Dog food(30%) 81% 19%
• Paper towels(90%) 75% 25%
Loyalty status