Скачать или смотреть class 11 Marketing Chapter 3 Segmentation, Targeting and Positioning

Types of Segmentation:

1. Geographic Segmentation -
Marketing segmentation can be based on any factor, like culture, economic status and geographic differences. If the market segmentation is based on geographic units, it is called geographic segmentation.
geographic segmentation definition is as follows: Market segmentation is a strategy, whereby the intended audience for a given product is divided according to geographic units, such as nations, states, regions, counties, cities, or neighborhoods.
Marketers will tailor marketing programs to fit the needs of individual geographic areas; localizing the products, advertising, and sales effort, to geographic differences in needs and wants. Marketers will also study the population density or regional climate as factors of geographic segmentation.
Climate
A company that sells both rain gear and summer wear has to consider weather changes while marketing such products. It has to focus on marketing rain wear in rainy regions and summer wear in places with hot weather. This strategy is mainly applicable for those sellers, who have customers in various locations with different climatic conditions. So, geographic segmentation is very important in international marketing.
Population Density
Certain products are marketed on the basis of population density in different locations. High-density cities, like New York, create a higher demand for products, like ready-to-eat meals. Even fast food restaurants are commonly found in such cities, rather than urban areas.
Cultural Preferences
The fast food giant McDonald's serves beer in their German outlets. However, beer is not a part of the menu in their U.S. outlets. This reflects the food preferences of different cultures. This fast food giant has incorporated local food in their menu served at different locations. For example, McDonald's serves McVeggie in India, McArabia in Middle East and banana pie in Brazil.