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Module 2, Segmentation

Segmentation

The Segmentation Process

The Segmentation Process

The most useful graphic in your notes this week is this one.

1) Step one involves slicing of the market into groups of customers with commons needs and characteristics (Segmentation).  We use five different variable to do this. 2) Step two uses four criteria to find the “right” target market. (Target Marketing)  3) Step three involves designing the product/service mix so it creates a unique image in the customer’s minds. (Positioning).

That is how the chapters in this module fit together and we will spend two weeks discussing the module in class…….including the Segmentation Game 🙂

About Ian W. McVitty

Teacher, Academic Advisor and Learner.

Discussion

2 thoughts on “Segmentation

  1. Will we be dividing ourselves? 🙂

    Like

    Posted by Kimberley McCullough | September 24, 2014, 10:10 pm

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Ian W McVitty

Email: mcvitti@algonquincollege.com
Phone: (613) 727-4723
Drop By: H204C

Creative Commons Licenced

Creative Commons License
Hospitality Marketing One by Ian W. McVitty is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.
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