3SLIDESOF Segmentation

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3SLIDESOF segmentati Enrica Scopel #MarketingEducation

Transcript of 3SLIDESOF Segmentation

Page 1: 3SLIDESOF Segmentation

3SLIDESOFsegmentation

Enrica Scopel

#MarketingEducation

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What does it mean?

Some variables…concerning the consumer

concerning the context in which the client acquires

Market segmentation means dividing a market into distinct groups (target) of consumers, who share common needs/interests who might require specific products and marketing mixes.

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…specificallyUsually in tourism:

Reason of the trip1 2 Consumer segmentation

3 Psychographic segmentation: trying to understand the profile of the consumer.Behavioral segmentation: how, when, what the consumer buys.

leisure business age gender job

education earning family

Geographic segmentation

Markets can be segmented according to the place of origin.

4

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Choice of a marketing strategyUndifferentiated marketingsame product to all consumer

Differentiated marketingdifferent products to different segments

Concentrated marketing product focused on a well-defined market niche or population segment.

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GET IN TOUCH

Enrica Scopel

#MarketingEducation

@EnricaScopel

Enrica Scopel

@enricascopel

Enrica Scopel

www.enricascopel.it

[email protected]

http://www.enricascopel.it
mailto:[email protected]

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