mba570.spring09.segmentation
description
Transcript of mba570.spring09.segmentation
+Customer Segmentation
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
+Customer Segmentation
What is segmentation?
Consumer segmentation Demographics, psychographics, behavioral
Business segmentation Company size, industry, geography
Benefits segmentation & needs-based segmentation
Profitability of segments: 80 – 20 rule
DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
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Psychographics Explained
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
Keds
Sneakers
Adidas
Tennis Shoes
Converse All-Stars
Basketball Shoes
Nike Air Jordans
Expensive Shoes!
Sneakers Gone Wild
Incredible Selection
Original Reebok
Reebok Market Segmentation
Apple Computer
iBookiMac
PowerBookPower Mac G5
Apple Computer
One More Example. . .
Have your customers segment themselves!
+Segments: Classic Airlines
DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS