Market segment
Market segmentation is the process in
marketing of grouping a
market (i.e.
customers) into smaller subgroups. This is not something that is arbitrarily imposed on
society: it is derived from the recognition that the total market is often made up of submarkets (called 'segments'). These segments are
homogeneous within (i.e. people in the segment are similar to each other in their
attitudes about certain
variables). Because of this intra-group similarity, they are likely to respond somewhat similarly to a given
marketing strategy. That is, they are likely to have similar feeling and ideas about a
marketing mix comprised of a given
product or
service, sold at a given
price,
distributed in a certain way, and
promoted in a certain way.
*
homogeneity within the segment
*
heterogeneity between segments
*segments are
measurable and
identifiable*segments are
accessible and
actionable*segment is large enough to be
profitable.....
These criteria can be summarized by the word SADAM:
*S Substantial: the segment has to be large and profitable enough
*A Accessible: it must be possible to reach it efficiently
*D Differential: it must respond differently to a different marketing mix
*A Actionable: you must have a product for this segment
*M Measurable: size and purchasing power can be measured
Currently a college student studying the marketing mix is now introduced to the Four Ps of the Marketing Mix; Product, Place, Promotion, Price. Product (service) is whatever it may be that is being sold/marketed. Price refers to not only the actual price but also price elasticity. Place has evidently replaced distribution simply by where or what area the marketing campaign is going to cover. Today the idea of place is not limited to geographic profiling but also demographics and other catergorizing variables. This has only occurred over the last ten years with the expansion of internet use and its ability to target specific types of people and not just people in a geographic area. Promotion simply refers to what medium will deliver the message and what the overall marketing strategy is offering as a benefit.
*
Geographic variables
**
region of the world or country
**
country size
**
climate*
Demographic variables
**
age**
gender**
sexual orientation**
family size
**family life cycle
**
income**
occupation**
education**
socioeconomic status
**
religion**
nationality/
race*
Psychographic variables
**
personality**
life style**
value**
attitude*
Behavioural variables
**benefit sought
**
product usage rate**
brand loyalty**
product end use**
readiness-to-buy stage
**
decision making unitWhen numerous
variables are combined to give an in-depth understanding of a segment, this is referred to as
depth segmentation. When enough information is combined to create a clear picture of a typical member of a segment, this is referred to as a
buyer profile. When the
profile is limited to demographic variables it is called a
demographic profile (typically shortened to "a demographic"). A
statistical technique commonly used in determining a profile is
cluster analysis.
George Day (1980) describes
model of segmentation as the
top-down approach:
You start with the total population and divide it into segments. He also identified an alternative model which he called the
bottom-up approach. In this approach, you start with a single customer and build on that profile. This typically requires the use of
customer relationship management software or a database of some kind. Profiles of existing customers are created and analysed. Various
demographic,
behavioural, and
psychographic patterns are built up using techniques such as
cluster analysis. This process is sometimes called
database marketing or micro-marketing. Its use is most appropriate in highly fragmented markets. McKenna (1988) claims that this approach treats every customer as a "micromajority". Pine (1993) used the bottom-up approach in what he called "segment of one marketing". Through this
process mass customization is possible.
Where a
monopoly exists, the price of a product is likely to be higher than in a competitive market and the quantity sold less, generating
monopoly profits for the seller. These profits can be increased further if the market can be segmented with different prices charged to different segments (referred to as
price discrimination), charging higher prices to those segments willing and able to pay more and charging less to those whose demand is price elastic. The price discriminator might need to create
rate fences that will prevent members of a higher price segment from purchasing at the prices available to members of a lower price segment. This behaviour is rational on the part of the monopolist, but is often seen by
competition authorities as an abuse of a monopoly position, whether or not the monopoly itself is sanctioned.
*
Acronyms for Market Segments*
Consumer behaviour*
Demographics*
Marketing*
Personalization*
Personalized marketing*
Target market*
Target audience* Day, G. (1980) "Strategic Market Analysis: Top-down and bottom-up approaches", working paper #80-105, Marketing Science Institute, Cambridge, Mass. 1980.
* McKenna, R. (1988) "Marketing in the age of diversity",
Harvard Business Review, vol 66, September-October, 1988.
* Pine, J. (1993) "Mass customizing products and services",
Planning Review, vol 22, July-August, 1993.
*
Overview of market segmentation(
ICR)
