+Customer Segmentation

DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

+Customer Segmentation

What is segmentation?

Consumer segmentation Demographics, psychographics, behavioral

Business segmentation Company size, industry, geography

Benefits segmentation & needs-based segmentation

Profitability of segments: 80 – 20 rule

DEC / JAN 2009MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

+

Psychographics Explained

DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS

Keds

Sneakers

Adidas

Tennis Shoes

Converse All-Stars

Basketball Shoes

Nike Air Jordans

Expensive Shoes!

Sneakers Gone Wild

Incredible Selection

Nike Studio

Custom Shoes

Original Reebok

Reebok Market Segmentation

Apple Computer

iBookiMac

PowerBookPower Mac G5

Apple Computer

One More Example. . .

Have your customers segment themselves!

+Segments: Classic Airlines

DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS