What are the 4 roles of segmentation?

1. Nearly all markets include groups of people or organizations with different product needs and preferences

2. Helps marketers define customer needs and wants more precisely

3. Because market segments differ in size and potential segmentation helps decision makers to more accurately define marketing objectives

4. Better allocate resources

What are the bases for Segmentation?

Geographic

Demographic

*Gen Y

*Gen X

Gender Segmentation

income Segmentation

Ethnic Segmentation

Family Life Cycle (FLC)

What are the

4

segments

of

Psychographic Segmentation

Personality

Motives

Lifestyles

Deodemographics

What are the

4

segments

of

Psychographic Segmentation

Personality

Motives

Lifestyles

Deodemographics

Personality

reflects a person's:

traits, attitudes, and  habits

Personality

reflects a person's:

traits, attitudes, and  habits

Motives