Page 255 - DMGT509_RURAL MARKETING

Rural Marketing

Notes Companies should try to operate in super segments rather than in is dated segment.
A super segment is a set of segments shaving some exploitable similarly.
(c) Segment by segment incision plans: a company would be wise to enter one segment at
a time revealing its total expansions plans. The competitors must not know to what
segment the firm will move.

(d) Inter segment cooperation: the but way to manage segments is to appoint segment
managers with sufficient authority and responsibility for building their segments
brinier at the some time, segment managers. Should not be so segment forced as to
cooperation with other company personnel.

Self Assessment

State whether the following statements are true or false:

7. To position a product or an organization, a marketer needs to first determine what is
important to the target market.
8. A position can be communicated with a brand name, a slogan, the appearance or other
features of the product.
9. Once the customer has identified its market segment opportunities it has to decide how
many and which ones to target.

10. Over time a position may erode because of lack of attention, become less attractive to the
market as needs or tastes change, or be usurped by a seller.
11. Segmentation is a long standing practice in such product and service categories as
automobiles, boats, clothing, cosmetics and travel.
12. Sellers can be distinguished according to the occasions they develop a need, purchase a
product, or use a product and occasions segmentation can help firms expend product
usage.

13.7 Segmenting Consumer and Business Markets

Whenever a market for a product are service canvases of two or more buyers. The market is
capable of being segmented i.e. divided in to meaningful buyers groups. The propose of
segmentation is to determine only among buyers which may be consequent in choosing away
them or making to them.
Bases for segmenting consumer markets: two brood group of variables are used to segment
consumer markets. Some researches try to form segments by looking at consumer characteristic
and other researches try to firm segments by looking at consumer response.

The major segmentation variables are:
1. Geographic segmentation: geographic segmentation call for dividing the market in to
different geographic units such as nations, states, regions, countries, cities. The company
can operates in one or a few geographic areas or operates in all but pay attention to local
variations.

2. Demographic segmentation: in demographic segmentation the market is divided in to
groups on the basis of variable such as age, family, size, family life cycle, gender, income
etc. demographic variable are the most popular basis for distinguishing customer groups.

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