Marketing MT2

B2C Segmentation Variables

• Demographic Variables — Age, gender, income, education, occupation.

• Geographic Variables — Region, country, climate, city size.

• Psychographic Variables — Lifestyle, personality, values, interests.

• Behavioral Variables — Loyalty, buying habits, usage rate, benefits sought.

B2B Segmentation Variables

• Location — Geographic area of businesses.

• Activities — Industry or operations of businesses.

• Size — Company size or number of employees.

• Product Usage — How businesses use products.

Segment Validation

Evaluating attractiveness of a market segment.

Sales Potential

Expected sales in a segment.

Competitor Presence

Strength and number of competitors.

Target Market

Selected segment the company focuses on

Marketing Approaches

• Undifferentiated Marketing — One strategy for the whole market.

• Concentrated Marketing — Focus on one segment.

• Differentiated Marketing — Different strategies for different segments.

• Positioning — Creating a distinct product image in consumers’ minds.

Market Research & Information

• Information — Data about market situations.

• Internal Sources — Company records and department data.

• Secondary Sources — Existing reports and published data.

• Market Research — Collecting and analyzing market data.

• Market Research Process — Steps of gathering and interpreting market information.

Forecasting Methods

Qualitative Methods

• Expert Opinion Method — Forecast based on expert judgment and experience.

• Delphi Method — Forecast based on repeated surveys of experts to reach consensus.

• Sales Force Estimation — Forecast based on estimates from salespeople.

• Consumer Intention Survey — Forecast based on what consumers say they will buy.
  
  

Quantitative Methods

• Market Testing — Testing a product in a small market before full launch.

• Trend Extrapolation — Using past sales trends to predict future performance.

• Trend Correlation — Using relationships between variables to make forecasts.

• Regression Analysis — Statistical method to measure relationships between variables.

Consumer Behaviour (B2C)

• Consumer Behaviour — How consumers buy and use products.

• Social Profile — Social factors affecting behavior.

• Psychological Profile — Internal motivations and attitudes.

B2C Decision-Making Process

• Problem Recognition — Realizing a need exists.

• Information Search — Looking for solutions.

• Evaluation of Alternatives — Comparing products or brands.

• Purchase Decision — Buying the chosen product.

• Post-Purchase Behaviour — Evaluating satisfaction after purchase.

B2B Market

• B2B Market — Businesses selling to other businesses.

• Business Buyers — Organizations purchasing for business use.

• Producers — Companies producing goods/services.

• Resellers — Businesses buying to resell.

• Government Administration — Public sector buyers.

• Institutions and Associations — Nonprofit and institutional buyers.

B2B Buying Process

• Problem Recognition — Identifying a business need.

• Information Search — Searching for suppliers.

• Alternative Offerings and Suppliers — Comparing suppliers and products.

• Product and Supplier Selection — Choosing supplier/product.

• Post-Purchase Evaluation — Assessing supplier performance.

Buying Centre

• Buying Centre — Group involved in B2B purchasing decisions.

• Interdisciplinary Buying Centre — Buying group from multiple departments.

Market Segmentation

• Market Segmentation — Dividing a market into smaller groups with similar needs.

• Market Segment — A group of customers with similar characteristics.

• Identification — Ability to clearly recognize a segment.

• Measurability — Segment size and purchasing power can be measured.

• Homogeneity — Customers within the segment are similar.

• Variation — Segments differ from one another.

• Stability — Segment remains consistent over time.

• Accessibility — Company can reach the segment effectively.

• Sustainability — Segment can provide long-term opportunities.

• Attractiveness — Overall value and profitability of the segment.