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  • Service Market Segmentation Process

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    Regina Sharon Palleti
    1K views8 pages
    Market segmentation involves breaking buyers into groups called segments based on common characteristics. It identifies opportunities for new products, helps design effective marketing programs for groups, and improves resource allocation. The stages of segmentation are search, selection, and strategy. In search, surveys and interviews are used to analyze demographic, psychographic and geographic factors. Selection identifies segments and names them based on dominant qualities. The strategy stage focuses on value, capacity, and customer participation.

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    Service market segmentation process

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    Market segmentation involves breaking buyers into groups called segments based on common characteristics. It identifies opportunities for new products, helps design effective marketing programs for groups, and improves resource allocation. The stages of segmentation are search, selection, and strategy. In search, surveys and interviews are used to analyze demographic, psychographic and geographic factors. Selection identifies segments and names them based on dominant qualities. The strategy stage focuses on value, capacity, and customer participation.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    1K views8 pages

    Service Market Segmentation Process

    Uploaded by

    Regina Sharon Palleti
    Market segmentation involves breaking buyers into groups called segments based on common characteristics. It identifies opportunities for new products, helps design effective marketing programs for groups, and improves resource allocation. The stages of segmentation are search, selection, and strategy. In search, surveys and interviews are used to analyze demographic, psychographic and geographic factors. Selection identifies segments and names them based on dominant qualities. The strategy stage focuses on value, capacity, and customer participation.

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    of 8

    Process of Service

    Market
    Segmentation

    4-1
    What is Market
    Segmentation?

    The breaking down or building up


    of potential buyers into groups
    called
    Market Segments

    4-2
    Benefits of
    Market Segmentation

    1. Identifies opportunities for new product


    development

    2. Helps design marketing programs most


    effective for reaching homogenous
    groups of buyers

    3. Improves allocation of marketing


    resources

    4-3
    Stages of Market
    Segmentation

    Search

    Selection

    Strategy

    4-4
    Search

    Survey – Exploratory interviews

    Demographic
    Psychographic Analyze
    Statistical
    Geographic techniques

    4-5
    Selection

    Identification of segments

    Name - based on
    dominant
    characters

    4-6
    Strategy

    Value
    Maximization

    Capacity
    Utilization

    Customer
    Participation

    4-7
    Thank yu 

    By Regina Sharon Palleti

    4-8

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