social marketing

Market Segmentation • What is market segmentation? • A process of dividing the market into distinct subsets of consumers/users/citizens with common needs or characteristics…(Shiffman & Kanuk, 2000) • Why market segmentation? • Customers, users, citizens are not an undifferentiated mass of people • there are groups and classes that can be identified • This groups display different traits and characteristics that have implication for the 7 Ps. Lecture objectives: This lecture is intended to introduce students the concept of segmentation and the value of doing so Points to ponder: • Do all students alike in their reaction to “Tie Day”? Could you identify segments in society in relation the human rights campaign? 1 ADS402 – SOCIAL MARKETING Topic: Market Segmentation • Bases for segmentation? • Geographical segmentation • region • city size • density • climate • Demographic segmentation • age • sex • marital status • income Lecture objectives: This lecture is intended to introduce students the concept of segmentation and the value of doing so Points to ponder: • Do all students alike in their reaction to “Tie Day”? • Could you identify segments in society in relation the human rights campaign? ADS402 – SOCIAL MARKETING Topic: Market Segmentation • Bases for segmentation? • Psychological segmentation • needs motivation • personality • perception • learning involvement • attitudes • Psychographic segmentation • combination of age, lifestyle, attitudes, values etc • yuppies Lecture objectives: This lecture is intended to introduce students the concept of segmentation and the value of doing so Points to ponder: • Do all students alike in their reaction to “Tie Day”? • Could you identify segments in society in relation the human rights campaign? 3

ADS402 – SOCIAL MARKETING Topic: Market Segmentation • Bases for segmentation? • Socio-cultural segmentation • cultures (Malay Chinese, Indians, Caucasians etc) • religion (Muslim, Christian, Hindu, Buddhist) • subcultures (race/ethnicity) • social class (lower, upper, middle income group) • family life cycle (bachelors, newly married, full nesters, empty nesters etc) Lecture objectives: This lecture is intended to introduce students the concept of segmentation and the value of doing so Points to ponder: • Do all students alike in their reaction to “Tie Day”? Could you identify segments in society in relation the human rights campaign? • Use related segmentation • usage rate (heavy, medium, light, non-users) • awareness status (unaware, aware, enthusiastic) • brand loyalty (none some, strong) 4 ADS402 – SOCIAL MARKETING Topic: Market Segmentation • Bases for segmentation? Use situation related segmentation • time (leisure, work, rush, morning, night) • objective ( personal, gift, snack, fun, achievement) • location (home, work, friend’s home, in store) • person (self, family, members, friends, boss peer) • Benefits segmentation (convenience, social acceptance, long lasting, economy, value for money ) Lecture objectives: This lecture is intended to introduce students the concept of segmentation and the value of doing so Points to ponder:

• Do all students alike in their reaction to “Tie Day”? Could you identify segments in society in relation the human rights campaign? • Hybrid segmentation (combination of the above mentioned bases for segmentation) • demographic/psychographics • geodemographics 5 ADS402 – SOCIAL MARKETING Topic: Market Segmentation • Criteria for effective segmentation • Identification • to divide the market into segments one must be able to identify the common traits. Some a less difficult while others are difficult • Sufficiency • there must adequate no of subjects in a segment to make it worthwhile to target. Stability • the traits must be fads or fashion which is short lived and unlikely to grow. • Accessibility • there must be effective and economical ways of reaching the segment. TV, Internet, newspaper, magazines etc. ADS402 – SOCIAL MARKETING Lecture objectives: This lecture is intended to introduce students the concept of segmentation and the value of doing so Points to ponder: • Do all students alike in their reaction to “Tie Day”? • Could you identify segments in society in relation the human rights campaign? 6

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