Page 150 - E1 Integrated Workbook STUDENT 2018

Chapter 11

Segmentation, targeting and

positioning

2.1 Market segmentation

Market segmentation is the sub-dividing of the market into
homogenous groups to whom a separate marketing mix can be
focused.

Kotler suggested that segments should be:

 Measurable

 Accessible

 Substantial.

Bases for
segmentation

Demographic Socio-economic Psychological Situational
(behavioural)
 age  occupation  lifestyle
 occasion
 gender  income  attitudes
of use
 geographical  values
area (geo-  frequency
demographic) of
purchase
 family life
cycle

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