Segmentation Flashcards
who are the two groups who wish to buy pregnancy test
hopefuls
fearfuls
define segmentation
separation of a group of customer with different needs into subgroups of customers with similar needs and preferences
what are the 6 characteristics of segmentation
identifiable substantial accessible stable differntiable actionable
what does it mean if a segment is substantial
large enough to be potentially profitabl
what does it mean if a segment is accessible
understood how best to communicate with them
what does it mean if a segment is stable
over a long period of time
eg lifestyles can be based on fads
why is mass marketing less effective than target marketing
so much more competition
increased expectations
what are the four basis on which segments are formed
geographic
demographic
psychographic
behavioural
what are the basis on which geographic segments are formed
countries, cities, as far down to neighbourhoods
why is geographic segmentation less common now
globalisation
what are the basis on which demographic segments are formed
gender, age income, education,
why is demographic segmentation used themost
most informative
most accessible eg census
measurable
predict trends
what are the basis on which psychographic segments are formed
opinions and lifestyles we lead, what motivates us
what are the basis on which behavioural segments are formed
how they repsond to and use products and services
how do we perceive age negatively
we dislike getting older
brands may want to be youthful
examples of discrepancy between the older generation in real life and in media
- eg never shown working = 1/3 of American work force is 50+
- never shown holding a phone = only 5% of the media shows 55+ handling tech
what is more useful to marketers than numerical age
life cycle stage
tells marketers about people’s priorities in the stage of their life
example of stages in the lifecycle
flown the nest, just married, single etc
why are life cycle stages chosen over age
Timings on when we enter into these stages changes from generation to generation and also from person to person
what one stage of the cycle is particularly lucrative
families
but the idea of families is always changin
what are the key changes in the life cycle in more recent years
decline in marriage
number of women in the workplace
emergence of new famiies
why does gender segmentation get a lot of attention
mistakes are commonly made here by marketers
sometimes unintentionally
marketing has exacerbated the gender-binary world we live in
how have females been portrayed in advertising
a disadvantaged group
dependent
domestic
where do we still see a ‘traditional’ portrayal of women in media today
in domestic products eg baby food, laundry detergents
