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Market segmentation
Title: Market segmentation
Category: Business & Economy / Marketing and Advertising
Details: Words: 1146 | Pages: 4.9 (approximately 235 words/page)
Market segmentation
ASSIGNMENT
ESSENTIALS OF MARKETING
BUS 400
Prepared for
Mr. Jimmy Kelana
Lecturer of Essentials of Marketing
Prepared by
Devi (B30611231)
5th April 2004
Kensington Institute Indonesia
Market Segmentation is the process of dividing a market into direct groups of buyers who might require separate products or marketing mixes. There are several major bases for segmenting the market; they are geographic, demographic, psychographic and behavioral variables.
Geographic segmentation
Geographic segmentation calls for dividing the market into different geographical …showed first 75 words of 1146 total…
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…showed last 75 words of 1146 total…interested; some want the product; and some intend to buy. The initial marketing effort should thus employ high awareness-building advertising and publicity using a simple message. In general, the marketing program must be adjusted to the changing distribution of buyer readiness.
•<Tab/>Attitude
People in market can be enthusiastic, positive, indifferent, negative or hostile about a product. In the situation such as political campaign, attitudes can be effective segmentation variables.
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