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Transcript of Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a...
![Page 1: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/1.jpg)
Marketing Sectors & Segments
![Page 2: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/2.jpg)
market sector
A broad way of categorizing the kinds of markets a company is aiming for. Example:
Mobile Telecommunications MarketAir Travel
![Page 3: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/3.jpg)
market segmentation
Markets divided up into smaller segments where the purchasers have similar characteristics and tastes.Example:
Mobile Telecommunications Sector > Private users, Business Users, Pay-as-you-go
Air Travel Sector > Business Travellers
![Page 4: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/4.jpg)
market segmentation
• Demographics: e.g. age, gender, income, profession, family
• Geographics: e.g. by country, rural/urban areas
• Psychographics: e.g. values; lifestyle; or behavioural factors, e.g. brand loyalty, occasion buying, impulsive, online vs brick ‘n mortar
![Page 5: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/5.jpg)
![Page 6: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/6.jpg)
market segmentation examples
• income (high, middle and low levels of finance) – Daewoo and Corolla vehicles for price sensitive customers whereas Mercedes and BMW aim their cars at the more affluent.
![Page 7: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/7.jpg)
market segmentation examples
• age (babies, toddlers, tweens, teenagers, young adults, middle aged to the elderly) – such as diapers/nappies for babies, toys for children, clothes for teenagers
![Page 8: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/8.jpg)
market segmentation examples
• family – (single no kids, single kids, married two kids, empty nesters etc)
![Page 9: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/9.jpg)
market segmentation examples
Ethnicity
![Page 10: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/10.jpg)
market segmentation examples
• geographics
![Page 11: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/11.jpg)
market segmentation examples
• values (the ethical, worthiness or importance of something that is held by an individual or group, opinions) – environmentally friendly products vs a throw away society.
![Page 12: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/12.jpg)
market segmentation examples
• Psychographic
![Page 13: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/13.jpg)
market segmentation examples
• behaviour (shopping mannerisms, loyalty, occasion buying, such as impulsive, online vs brick ‘n mortar, or the researcher) – buying turkeys at Christmas and thanksgiving (occasion buying), Apple customers (loyalty),
![Page 14: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/14.jpg)
MacDonald’s Segmentation
![Page 15: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/15.jpg)
How the needs of the market segment impacts on the design of products and scale of production.
![Page 16: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/16.jpg)
Product FamilyProducts within a product family normally have many common parts and assemblies, are branded consistently and share aesthetic characteristics.
This can be a successful initiative.If a consumer has a good experience with a particular product they are more likely to purchase another associated product from the same manufacturer.
![Page 17: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/17.jpg)
Product Family
![Page 18: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/18.jpg)
Test Yourself
• What are Market Sectors? Name and describe four Market Sectors.
![Page 19: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/19.jpg)
Test Yourself
• What are Market segments? Name and describe four different products and suggest what market segment they are to be designed and sold to/for.
![Page 20: Marketing Sectors & Segments. market sector A broad way of categorizing the kinds of markets a company is aiming for. Example: Mobile Telecommunications.](https://reader030.fdocuments.us/reader030/viewer/2022032600/56649db95503460f94aa9677/html5/thumbnails/20.jpg)
Task
• Identify the market sector for the product your are designing
• From your research you should be able to carry out a market segmentation to identify your target market and specifically your target audience
• Explain to the SL students how to carry out this task