Researching and Segmenting your Market
A market is comprised of consumers with different expectations. Breaking a market into segments means splitting it up into consumer sub-groups that are as homogeneous as possible to enable the company to tailor its marketing of each policy to each of these sub-groups or to decide to leave out certain sub-groups. Segmentation is not just about market and competition survey methods. It also covers the strategic vision of the market. Marketing managers are constantly having to deal with 3 types of questions: What information do I need? What is the best survey tool to get this information? How can I use this information to make a decision? These questions are answered as you progress through the course.
You will learn:
- The difference between mass marketing, segmented marketing and one-to-one marketing;
- The different phases of the segmentation approach;
- What the most relevant criteria for segmentation are;
- Sources of information and main collection methods; and
- The mistakes to be avoided when conducting a marketing survey.
Tel: 086 173 4372