Segmentation

□ Segmentation

 

최초 개념 정립

시장의 수요 측면에서 소비자와 사용자의 요구에 따라 제품이나 마케팅 효력을 보다 합리적이고 정확하게 조정하는 것

- 하나의 전체시장을 개인들의 욕구와 일치되는 마케팅 믹스를 설계할 목적으로 상대적으로 동질적인 상품구매욕구를 가지고 있는 사람들로 구성되는 그룹별로 시장을 분할하는 과정이라 볼 수 있음

• Product Differentiation and Market Segmentation as Alternative Marketing Strategies
• Wendell R. Smith
• Journal of Marketing, Vol. 21, No. 1 (Jul., 1956), pp. 3-8   (article consists of 6 pages)
• Published by: American Marketing Association

 

 

Kotler

시장은 고객으로 구성되며 고객은 그들의 욕구, 능력, 위치하는 영역, 구매태도, 습관 등 여러 면에서 상이한 특성을 지니고 있으며, 시장세분화란 고객의 특성에 따라 다수의 집단으로 구분하는 것.

 

미상

특정 브랜드에 대해 다른 태도를 보이는 소비자 집단을 각각의 동질적인 태도를 보이는 상대적으로 작은 여러개의 집단으로 구분하는 것 

 

기타

A market segment is a subgroup of people or organizations sharing one or more characteristics
 that cause them to have similar product needs.
A true market segment meets all of the following criteria:
it is distinct from other segments(heterogeneity across segments),
it is homogeneous within the segment(exhibits common attributes);
it responds similarly to a market stimulus, and it can be reached by a market intervention.

Market segmentation is the process in marketing of characterizing a market into distinct subsets (segments)
that behave in similar ways or have similar needs.
The segmentation process in itself consists of segment identification, segment characterization,
segment evaluation and target segment selection.
If each segment is fairly homogeneous in its needs and attitudes,
it is likely to respond similarly to a given marketing strategy.
That is, they are likely to have similar feelings and ideas about a marketing mix
comprising a given product or service, sold at a given price, and distributed and promoted in a certain way.

Broadly, markets can be divided according to a number of general criteria,
such as by industry or public versus private sector.
Generally segmentation is conducted using demographic, geographic, attitudinal or behavioral data.
Small segments are often termed niche markets or specialty markets.
However, all segments fall into either consumer or industrial markets.
Although industrial market segmentation is quite different from consumer market segmentation,
both have similar objectives.

The process of segmentation is distinct from targeting (choosing which segments to address)
and positioning (designing an appropriate marketing mix for each segment).
The overall intent is to identify groups of similar customers and potential customers;
to prioritize the groups to address; to understand their behaviour;
and to respond with appropriate marketing strategies that satisfy the different preferences
of each chosen segment. Revenues are thus improved.

Improved segmentation can lead to significantly improved marketing effectiveness.
Distinct segments can have different industry structures and thus have higher or lower attractiveness (Porter).
With the right segmentation, the right lists can be purchased,
advertising results can be improved and customer satisfaction can be increased.

 

□ Methodology

 

 

□ Variables

 

Variables Used for Segmentation
Geographic variables
region of the world or country, East, West, South, North, Central, coastal, hilly, etc.
country size/country size : Metropolitan Cities, small cities, towns.
Density of Area Urban, Semi-urban, Rural.
climate Hot, Cold, Humid, Rainy.
Demographic variables
age
gender Male and Female
sexual orientation
family size
family life cycle
Education Primary, High School, Secondary, College, Universities.
income
occupation
education
socioeconomic status
religion
nationality/race (ethnic marketing)
language
Psychographic variables
personality
life style
value
attitude
Behavioral variables
benefit sought
product usage rate
brand loyalty
product end use
readiness-to-buy stage
decision making unit
profitability
income status

 

 

□ Successful segmentation

homogeneity within the segment
heterogeneity between segments
segments are measurable and identifiable
segments are accessible and actionable
segment is large enough to be profitable

These criteria can be summarized by the word DAMAS:

D Differential: it must respond differently to a different marketing mix
A Actionable: you must have a product for this segment to be accured
M Measurable: size and purchasing power can be measured
A Accessible: it must be possible to reach it efficiently
S Substantial: the segment has to be large and profitable enough

 

Paul Green and Donald Tull이 제시한 세분화의 기준(1978, Research for Marketing Decisions)을 보시면 이러한 의미를 어느정도 이해하실 수 있을 것 같습니다.
1.The segments must exist in the environment (and not be a figment of the researcher's imagination),
2.The segments must be identifiable (repeatedly and consistently),
3.The segments must be reasonably stable over time, and
4.One must be able to efficiently reach segments (through specifically targeted distribution and communication initiatives