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±¤¹üÀ§ÇÑ ÇؿܽÃÀå °ø·« ( ¿¹ : À¯´Ï·¹¹öÀÇ Çâ¼ö )
.is the process of dividing the world market into distinct subsets of customers that have similar needs
(eg country groups or individual interest groups).
category % of all owners top guns 27%
driven and ambitious; care about power and control; expect to be noticed
elitists 24%
old money; a careven an expensive oneis just a car, not an extension of one¡¯s personality
proud patrons 23% ownership is what counts; a car is a trophy,
a reward for working hard; being noticed doesn¡¯t matter
bon vivants 17% cosmopolitan jet setters and thrill seekers; car heightens excitement fantasists 9% car represents a form of escape; don¡¯t care about impressing others; may even feel guilty about owning car description
source: alex iii taylor, porsche slices up its buyers¡°, fortune, 16 january 1995, p.24
behaviour segmentation
focus on whether & how much people buy or use a product;
usage rates: heavy , medium, light users, nonusers
user status: potential users, nonusers, ex-users, regulars, first timers & users of competitors¡¯ products
benefit segmentation
today, consumers basic needs are fulfilled.therefore, consumers seek additional value from purchase decisions
after markets have been segmented, targeting
aims at evaluating and comparing the indentified
segments in order to select one or more as
prospect(s) with the highest potential. (ÀÌÇÏ »ý·«)
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