Page 125 - DMGT510_SERVICES_MARKETING

Services Marketing Pretty Bhalla, Lovely Professional University

Notes Unit 7: Service Segmentation and Targeting

CONTENTS

Objectives
Introduction
7.1 Market Segmentation

7.1.1 The Diaspora Effect
7.1.2 Effective Segmentation

7.2 Bases for Segmenting the Service Consumer
7.2.1 Demographic Segmentation
7.2.2 Geographic Segmentation

7.2.3 Psychographic Segmentation
7.2.4 Behaviouristic Segmentation
7.3 Steps in Market Segmentation

7.3.1 Identifying Customer Segments
7.3.2 Develop Measures for Attractiveness
7.3.3 Selecting Customer Segments

7.4 Undifferentiated Marketing vs. Differentiated Marketing
7.4.1 Undifferentiated Marketing

7.4.2 Differentiated Marketing
7.4.3 Niche Marketing
7.5 Market Targeting

7.6 Summary
7.7 Keywords

7.8 Review Questions
7.9 Further Readings

Objectives

After studying this unit, you will be able to:
Describe the concept of market segmentation

Identify the basis used for segmentation

Contrast differentiated and undifferentiated marketing

Realise the concept of target marketing


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