MKT 700 Lecture Notes - Lecture 4: Fallacy, Environics, Nielsen Holdings Plc
Document Summary
Total: penetration = index for segment vs. total population (rate, potential = total size of the selected segment (e. g. , pop or $) Segmentation work again: traditional segmentation approaches are correlative they take an identifiable characteristic and match it with a likely behaviour, must consider correlation vs. causation. Segments are usually based on geography: the population within each geography is categorized, similar segments are classified together, can be linked with customer lists, caveat: some areas are home to more than one segment. How segments work: calculate the % of all customers or sales in each segment, calculate the % of total population in each segment. Index = %of segment / % of pop: ranking of index identifies best segments. Prizm segmentation system: nielsen prizm is a set of geo-demographic segments for the united states, developed by. Claritas inc. , which was then acquired by the nielsen company.
