시장 세분화의 재발견 Rediscovering Market Segmentation

시장 세분화의 재발견 Rediscovering Market Segmentation

시장 세분화의 재발견 Rediscovering Market Segmentation.pptx

목차 1.The elements of a smart segmentation strategy. 2.How to strengthen brand identity & emotional connection 3.Gravity of decision spectrum 본문 Demographic VS Psychographic Demographic Traditional demographic traits such as age, sex, education levels, and income Measuring performance by quantitative tool or clearly and simply sorting Psychographic Work that what people like, feel, value and how they live Not only advertising but also being used product innovation, pricing, choice of distribution channel. New Criteria for Market Segmentation Traditional demographic traits such as age, sex, education levels, and income no longer said enough to serve as a basis for marketing strategy Non-demographic traits such as values, tastes, and preferences were more likely to influence consumers' purchases than their demographic traits were. Sound marketing strategy depended on identifying segments that were potentially receptive to a particular brand and product category. Limitation of Psychographic segmentation Non-demographic segmentation is not proper tool for sorting customer Very weak at predicting what any of these people is likely to purchase in any given product category Happens to be very poor at giving corporate decision makers any idea of how to keep the customers they have or gain new ones 키워드 세분화, 재발견