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Dipl.-Kfm. Daniel MarkgrafLehrstuhl für BWL, insb. Marketing
Universität Leipzig
No Segmentation Complete Segmentation
Segmentation after income brackets
(1, 2 und 3)
Segmentation afterage brackets
(A und B)
Segmentation afterage- and income
brackets
1
1
12
3
3
A
A
A
B
BB
1A
1B
1A2B
3A
3B
Types of SegmentationTypes of Segmentation
Dipl.-Kfm. Daniel MarkgrafLehrstuhl für BWL, insb. Marketing
Universität Leipzig
Define theproblem
Developthe research
plan
Collect the information
Analyze theinformation
Present thefindings and
make decision
Dipl.-Kfm. Daniel MarkgrafLehrstuhl für BWL, insb. Marketing
Universität Leipzig
Data Sources Research Approaches
Research Instruments
Sampling Plan Contact methods
Secondary data
Primary data
Observation
Survey
Behavioral data
Experiment
Focus Groups
Questionnaires
Physiological tools
Mechanical devices
Qualitativemeasures
Sampling Unit
Sample Size
Sampling procedure
Mail questionnaire
Personal Interviewing
Phone
Online methods
Dipl.-Kfm. Daniel MarkgrafLehrstuhl für BWL, insb. Marketing
Universität Leipzig
Secondary Sources
Data Sources
Internal Data External Data
Primary Sources
Observation Focus-GroupsSurvey Experiment
Getting DataGetting Data
Dipl.-Kfm. Daniel MarkgrafLehrstuhl für BWL, insb. Marketing
Universität Leipzig
Closed-endQuestions
Open-endQuestions
Types ofQuestions
Dipl.-Kfm. Daniel MarkgrafLehrstuhl für BWL, insb. Marketing
Universität Leipzig
geographic
demographic
psychographic
behavioral
Dipl.-Kfm. Daniel MarkgrafLehrstuhl für BWL, insb. Marketing
Universität Leipzig
demographic
operating variables
purchasing approaches
situational factors
personal characteristics
Dipl.-Kfm. Daniel MarkgrafLehrstuhl für BWL, insb. Marketing
Universität Leipzig
measurable
substantial
accessible
differentiable
actionable
Dipl.-Kfm. Daniel MarkgrafLehrstuhl für BWL, insb. Marketing
Universität Leipzig
The MarketThe Market
P2
P1
P3
M1 M1 M1
Dipl.-Kfm. Daniel MarkgrafLehrstuhl für BWL, insb. Marketing
Universität Leipzig
Industrycompetitors(Segment rivalry)
Suppliers
Substitutes
Buyers
Potentialentrants
Dipl.-Kfm. Daniel MarkgrafLehrstuhl für BWL, insb. Marketing
Universität Leipzig
P2
P1
P3
M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1 M1
P2
P1
P3
P2
P1
P3
P2
P1
P3
P2
P1
P3
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