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MARKETING (BA 334) Marco Tan (463) MR. March 26,2003 CONTENTS 1. Segmentation 2. Main demographic segmentation variables 3. Classification of demographic segmentation variables 4. Product segmentation 5. Segmented product 6. References " Product brand can grow and become dominant by attracting consumers away from the competition and by developing new users and segments" To segment you have to see the people who agree and who do not agree like smoker vs., non-smoker. Or parents magazine vs., playboy magazine. Church vs., nightclub - they are all contrasting, and they represent different segments. Market segmentation is the process by which marketers divide potential customers onto smaller groups that seek similar benefits from a product. Choices of segments First level of analysis which one can measure the competitiveness of an enterprise, To be effective on market segmentation we must define needs on which group strongly differ. Then define needs that can be filled by adjusting variables in the marketing mix. The four basis...

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