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Principles of Marketing - Philip Kotler

market segmentation

Markets consist of buyers, and buyers are different from each other in a variety of settings. Different requirements may be, resources, geographical location, buying attitudes and habits. And any of these variables, you can use as a basis for market segmentation.

The general approach to market segmentation

Fig. 43a is represented by six buyers market. Since the needs and requirements of each of them is unique, so each has the potential to be a separate market segment. Ideally, the seller would be for each of them to develop a separate marketing program. For example, manufacturers of aircraft hulls, such as "Boeing" and "McDonnell Douglas", very few buyers, and companies related to each of them as a separate market. Maximum degree of market segmentation is shown in Fig. 436.

Many manufacturers do not see the point in adapting their products to meet the needs of each individual customer. Instead, the dealer reveals the broad ranks of customers, different from each other with their requirements for product and / or its response marketing responses. For example, the seller may find that the needs vary depending on the level of incomes of buyers. Fig. 43B belonging to each customer to one group or another in terms of income indicated by the corresponding number (1, 2 and 3). Buyers relating to the same class of income level, separated from the rest of the line. When segmenting the level of campaigns get three segments, the segment of the class 1 customers is the most numerous.

On the other hand, the seller may see significant differences between young buyers and buyers older. Fig. 43g age of buyers is designated by the corresponding letter ( "a" or "b"). Segmentation on the basis of age provides two segments of three in each buyer.

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Fig. 43. Types of market segmentation

Finally, the attitude of the customer to the product can significantly affect the level of income, and age at the same time. In this case, the market can be divided into five segments: Ia. 1b, 26, and 36. From Fig. 43D shows that in the segment 1a two buyers, and in other segments - one by one. When segmenting the market based on a larger number of parameters accuracy of each segment is increased. The number of them is growing, and the "population" of each is reduced.