INSTITUTE –University School of

Business
DEPARTMENT -Management
M.B.A
MARKETING MANGEMENT- BAT615
Ms. Ginni Syal
Assistant Professor
Chandigarh University
B
UNIT-1 Marketing
Management- DISCOVER . LEARN . EMPOWER
Segmentation ,

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 Course Outcome https://skillshop.exceedlms.com
CO Title Level
Number
• Space for visual (size 24)

CO1 Understand
 
Provide information to student by
explaining the key principles and
concepts of marketing.

CO2 Apply
  Will be covered in this
Students will be able to Construct an
effective marketing strategy, including lecture
a marketing mix for a product/service.

CO3 Analyze

Plan an integrated marketing

communications campaign that uses a
range of mass communications media
that are well suited to reach the target
market. 2
Steps in STP
 Market Segmentation
Dividing a Market into distinct groups of buyers on the basis of needs, characteristics
or behavior who might require separate products or marketing mixes.

A Market Segment is a group of customers who respond in a similar way to a given set
of marketing efforts.

BASIS FOR SEGMENTATION

REQUIREMENTS FOR EFFECTIVE MARKET SEGMENTATION
LEVELS OF MARKET SEGEMENTATION
 Geographic Segmentation
Divide markets into different geographic units.

Examples:
– World Region or Country: North America, Western Europe, European
Union, Pacific Rim, Mexico, etc.
– Country Region: Pacific, Mountain, East Coast, etc.
– City or Metro Size: New York, San Francisco
– Population Density: rural, suburban, urban
– Climate: northern, southern, tropical, semi-tropical
 Demographic Segmentation
Use Differences in:
– age, gender, family size, family life cycle, income, occupation, education,
race, and religion
– Most frequently used segmentation variable
- Ease of measurement and high availability.
– Usually the worst variable to use.
 Psychographic Segmentation
• Psychographic segmentation divides a market into different groups based on social
class, lifestyle, or personality characteristics. People in the same demographic
classificationoften have very different lifestyles and personalities.

Behavioral Segmentation
 Blackboard
Assessment Pattern

Components HT-1 HT-2 Assignment Surprise Business GD Forum Attendance Scaled

Test Quiz Marks

Max. Marks 10 10 6 4 4 4 2 40

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THANK YOU

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