Marketing Agency
Segmentation for B2B B2B firms will segment their customers differently, due to different buying habits and procedures between businesses and end-users. LEARNING OBJECTIVES Analyze B2B marketing segmentation characteristics KEY TAKEAWAYS Key Points There are five… Segmentation for B2B marketing
Conducting a Segmentation Determining Segmentation Variable(s) Markets can be segmented primarily according to geographic, demographic, usage, and psychological segments—or a combination of the above. LEARNING OBJECTIVES Break down market segmentation variables KEY TAKEAWAYS Key Points… Conducting a Segmentation
Concentrated Targeting Concentrated marketing is a strategy which targets very defined and specific segments of the consumer population. LEARNING OBJECTIVES Evaluate the advantages and disadvantages of adopting concentration strategies in consumer marketing KEY TAKEAWAYS Key… Concentrated Targeting
Identification of Target Markets Undifferentiated Targeting Viewing the market as a homogeneous aggregate leads to undifferentiated targeting and mass marketing. LEARNING OBJECTIVES Evaluate the benefits and drawbacks of undifferentiated targeting in consumer marketing KEY TAKEAWAYS… Identification of Target Markets
Measuring a Successful Segmentation Segmentation is a central aspect of a marketing strategy, and must be constantly assessed, measured, validated, and refined through financial and statistical methods. LEARNING OBJECTIVES Recognize the variables involved in segmentation,… Measuring a Successful Segmentation
Concentrated Targeting Concentrated marketing is a strategy which targets very defined and specific segments of the consumer population. LEARNING OBJECTIVES Evaluate the advantages and disadvantages of adopting concentration strategies in consumer marketing KEY TAKEAWAYS Key… Concentrated Targeting
Identification of Target Markets Undifferentiated Targeting Viewing the market as a homogeneous aggregate leads to undifferentiated targeting and mass marketing. LEARNING OBJECTIVES Evaluate the benefits and drawbacks of undifferentiated targeting in consumer marketing KEY TAKEAWAYS… Identification of Target Markets
Developing a Market Segmentation A market segmentation is developed based on one of two strategies and several consumer identifying characteristics like demographics and behavior. LEARNING OBJECTIVES Review the characteristics of market segmentation KEY TAKEAWAYS Key… Developing a Market Segmentation
The Importance of Market Segmentation Segmentation splits buyers into groups with similar needs and wants to best utilize a firm’s finite resources through buyer based marketing. LEARNING OBJECTIVES Examine the benefits of market segmentation KEY… The Importance of Market Segmentation
Market Segmentation What Are Markets Markets are a group of potential buyers with needs and wants and the purchasing power to satisfy them. LEARNING OBJECTIVES Diagram the different types of markets and their relationship to… What Are Market Segmentation