4 - 5
Who Are the Customers?
Who Are the Customers?
Market segmentation is the key
Market segmentation is the key
–
–
Breaks mass markets into groups with
Breaks mass markets into groups with
unique buying habits.
unique buying habits.
–
–
Segments are useful when:
Segments are useful when:
•
•
People in different segments behave
People in different segments behave
differently toward the product.
differently toward the product.
•
•
Different marketing elements (price, etc.)
Different marketing elements (price, etc.)
can be used to effectively reach different
can be used to effectively reach different
segments.
segments.
–
–
The segmentation process makes use
The segmentation process makes use
of both primary and secondary data.
of both primary and secondary data.
4 - 6
Who Are the Customers?
Who Are the Customers?
Benefits of market segmentation
Benefits of market segmentation
–
–
More efficient than mass marketing.
More efficient than mass marketing.
•
•
Less money is wasted on low
Less money is wasted on low
probability contacts.
probability contacts.
–
–
More effective than mass
More effective than mass
marketing.
marketing.
•
•
Every aspect of the marketing mix can
Every aspect of the marketing mix can
be customized to appeal to the needs
be customized to appeal to the needs
of each segment.
of each segment.
4 - 7
Who Are the Customers?
Who Are the Customers?
Single
Single
-
-
customer segments make
customer segments make
sense in certain circumstances:
sense in certain circumstances:
–
–
Number of customers is small.
Number of customers is small.
–
–
Companies try to create perception that
Companies try to create perception that
individuals are treated as a unique
individuals are treated as a unique
group using:
group using:
•
•
One
One
-
-
to
to
-
-
one marketing, by means of
one marketing, by means of
individualized communications.
individualized communications.
•
•
Mass customization, via personalized
Mass customization, via personalized
products and services.
products and services.
4 - 8
1.
1.
What particular database fields
What particular database fields
would casino marketers use in
would casino marketers use in
developing one
developing one
-
-
to
to
-
-
one marketing
one marketing
appeals?
appeals?
2.
2.
Can you think of an example of a
Can you think of an example of a
product or service that offers
product or service that offers
consumers mass customization
consumers mass customization
opportunities? Explain.
opportunities? Explain.
Discussion Questions
Using one
Using one
-
-
to
to
-
-
one marketing
one marketing
effectively requires that marketers
effectively requires that marketers
have access to extensive databases.
have access to extensive databases.
4 - 9
Product & Service
Product & Service
Decisions
Decisions
Key Decisions
Key Decisions
Who Are the Customers?
Who Are the Customers?
Geographic and Psychographic
Geographic and Psychographic
Variables
Variables
Region
Region
City or
City or
metro size
metro size
Density
Density
Climate
Climate
4 - 9
Lifestyle
Lifestyle
Personality
Personality
4 - 10
Product & Service
Product & Service
Decisions
Decisions
Key Decisions
Key Decisions
Who Are the Customers?
Who Are the Customers?
Demographic Variables
Demographic Variables
Age
Age
Family size
Family size
Family life cycle
Family life cycle
Gender
Gender
Income
Income
Occupation
Occupation
4 - 10
Education
Education
Religion
Religion
Race
Race
Generation
Generation
Nationality
Nationality
Social class
Social class
4 - 11
Product & Service
Product & Service
Decisions
Decisions
Key Decisions
Key Decisions
Who Are the Customers?
Who Are the Customers?
Behavioral Variables
Behavioral Variables
Occasions
Occasions
Benefits
Benefits
User status
User status
Usage rate
Usage rate
4 - 11
Loyalty status
Loyalty status
Buyer readiness
Buyer readiness
stage
stage
Attitude toward
Attitude toward
product
product
4 - 12
Figure 4-1:
Global Differences: India,
China, and the United States
4 - 13
Figure 4-2:
Generational Cohorts
4 - 14
Who Are the Customers?
Who Are the Customers?
Geographic, demographic, and
Geographic, demographic, and
behavioral usage data have
behavioral usage data have
traditionally been used to form
traditionally been used to form
segments.
segments.
More recently, psychographics have
More recently, psychographics have
been combined with usage data to
been combined with usage data to
better define segments.
better define segments.
–
–
VALS2 (SRI International)
VALS2 (SRI International)
–
–
Technographics
Technographics
(
(
Forrestor
Forrestor
Research)
Research)
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