Advertisement International Market Segmentation. International market segmentation refers to process of dividing the world market into distinct subsets customers who behave in the same way or have similar needs. The segments must be large enough to permit viable mar effort directed towards them. Accessibility to the segments could...
1.Heterogeneous 2.Measurable 3.Availability of data 4.Substantial 5.Easily accessible 6.Responsive 7.Availability of resources
A. Geographic segmentation 1. Region 2. Urban/Rural/Semi urban B. Demographic segmentation Demography is the study of the variables of population such as age composition, gender, education and so on. 1. Age 2. Gender 3. Family life cycle 4. Family size...
William Stanton defines it as “the process of dividing the total heterogeneous market for a product into several sub markets or segments, each of which tends to be homogeneous in all significant aspects”. FEATURES OF MARKET SEGMENTATION 1. Heterogeneous market 2. Involves market division . 3. Different bases...
1. Consumer oriented. 2. Optimum use of resources 3. Develops marketing plan 4. Designing products 5. Pricing the product 6. Effective advertising 7. Distribution strategies 8. Brings about progress and awareness 9. Achieving marketing objectives
1. Unpredictable consumer behaviour 2. Fragmentation 3. Time consuming 4. Costly 5. Dynamic environment 6. Too complex 7. Lack of availability of data 8. Incorrect inferences
AS-17 Segmentation Reporting- The segment report is made as per AS-17 which is mandatory and is effective for the accounting periods starting on or after 1.04.2001. Segmentation can be done an the basis of products on services or a group of related products and services. Segmentation can also...
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