Market segmentation demographic approach variables factors characteristics

Description:

This slide presents a framework for market segmentation using a demographic approach. It outlines five key elements for segmenting a market: Demographic, Operating Variables, Purchasing Approach, Situational Factors, and Personal Characteristics. Each element considers various factors influencing customer behavior, such as industry type, company size, location, technology, user status, purchasing power, urgency, application specificity, and personal traits like seller-buyer similarity and risk attitude. The slide emphasizes customizability to tailor marketing strategies to specific audience segments.

Use Cases:

1. Retail:

Use: Tailoring marketing campaigns for different customer demographics.

Presenter: Marketing Manager or Analyst.

Audience: Retail sales teams, brand managers.
 
2. Healthcare:

Use: Adapting services and communications for diverse patient groups.

Presenter: Healthcare Marketing Specialist.

Audience: Healthcare administrators, physicians, clinic managers.
 
3. Technology:

Use: Segmenting markets for tech products based on user capabilities and needs.

Presenter: Product Manager or Marketing Lead.

Audience: Sales teams, tech enthusiasts, potential investors.
 
4. Finance:

Use: Crafting financial products for different economic strengths and risk profiles.

Presenter: Financial Advisor or Marketing Strategist.

Audience: Clients, bank staff, investment teams.
 
5. Real Estate:

Use: Identifying potential buyers or renters based on demographics and personal characteristics.

Presenter: Real Estate Agent or Marketing Director.

Audience: Real estate investors, home buyers, property developers.
 
6. Automotive:

Use: Segregating market for targeted vehicle features and technologies.

Presenter: Automotive Sales Strategist or Marketing Executive.

Audience: Dealership sales force, auto industry analysts, marketing departments.
 
7. Travel and Tourism:

Use: Creating personalized travel experiences and promotions.

Presenter: Travel Agency Marketing Manager.

Audience: Travel agents, tour operators, hospitality staff.