In this presentation our marketing guru at the Bizface UK business forum runs through the basics of segmentation. The presentation is equally applicable to online marketeers and tangible product manufacturers
Upgrade Your Banking Experience with Advanced Core Banking Applications
Segmenting the market and finding your niche
1. Dr. Stephanie J. Morgan Lecture 3: Segmentation, targeting and positioning. Marketing Principles and Practice The full series will be available for download at: www.bizface.co.uk
8. Benefit Segmentation Causal not Descriptive factors Identify each Segment by benefits sought Total Configuration Of benefits differentiates Continue segmentation within Has practical marketing implications, provides fresh insight Into markets, requires extensive research or insight
9.
10. Psychographic Lifestyle Young sophisticates, Traditional working class etc. Personality Extroverts, Introverts… More likely to be useful when brand choice is a reflection of self expression – symbolic, linked to identity
27. Additional considerations? Ethics – social responsibility Unfair advantage of vulnerable or disadvantaged groups Segment interrelationships Segment by segment invasion plans Inter-segment co-operation
28.
29.
30.
31.
32.
33. Car Industry Possible Examples ? ? Other? Morgan High Individualists Distinctiveness Catalytic Converters Environmental Compactness, good for Env. Mondeo Large family Space Sports cars Young males Performance BMW High income Status Punto Thrifty Economy Example Profile Benefits
34.
Notas del editor
Introduce me as final year PhD on organizational attachment in IT outsourcing. Explain background in IT and managing people remotely. Masters and doctoral research at Birkbeck revealing interesting issues about intranets and e-mail usage. (Possibly explain a little about organizational focus as I see all other talks are to do with shopping type stuff). Could get attention by asking how many of them class themselves as remote workers or work from home sometimes? Aim of the talk today is to highlight the problems (still) faced by managers and staff in these days of increased reliance on electronic communication, and suggest that information overload is not just a ‘stress/overwork’ issue but can lead to increased isolation for remote workers.