Segmentation

Question 1

One of the 1st to recognise the importance of market segmentation

Answer 1

Smith 1956

Question 2

Criteria of segmentation (catalogue categories)

Answer 2

# Demographic e.g. age, gender, race, family live cycle
# Socio-economic e.g. income, education
# Geographic e.g. Country, religion
# Psychographic
	e.g. Personality, lifestyle
		Activities
		Interests
		Opinions
	Psychology (e.g. VALS)
		Primary motivation
			Ideals
			Achievements
			Self-expression
		Ressources
# Behaviouristic (more product related)
	Purchase behaviour
		e.g. habits
	Purchase occasion
		e.g. emergency purchase
	Benefits sough
		e.g. toothpaste for fresh breath
	Consumption behaviour and user status
	Attitude to product

Question 3

Segmentation criteria (quality of the criteria)

Answer 3

Measurability
Substantiality
	Large enough market
Accessibility
	Ability to distinguish the desired segment in communication
Stability over time