MGMA01H3 Chapter Notes - Chapter 8: Micromarketing, Cappuccino, Mass Customization
Document Summary
Market segmentaion: helps idenifying and understanding key customer segments, target them more eiciently, and tailor market oferings and messages to their speciic needs. Geological segmentaion: naions, regions, provinces, countries, ciies, neighbourhoods tailored to speciic types of geographical locaions. Demographic segmentaion: age and life cycle ( a poor one because people of. 40+ are already moms but some just begin new families); gender; income luxury shoppers, low- and middle income groups); occupaion; religion, generaion, naionality . Business marketers may also add variables like customer operaing characterisics, purchasing approaches, situaional factors, buying behaviours and personal characterisics. Internaional markets: have to consider geographical locaions, economic, cultural, poliical and legal factors. Intermarket segmentaion (cross-market segmentaion): form segment of customers who have similar needs and buying behaviours even though they are located in diferent countries. Segment size: some small companies may target smaller and less atracive markets, but are sill potenially more proitable for them.
