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    Mass-Marketing To Micro-Marketing

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    Moona Malik
    This document discusses different levels of market segmentation from mass marketing to micro-marketing. It defines mass marketing, segments, niches, local marketing, and customization. It also discusses different variables used for segmenting consumer markets including geographic, demographic, psychographic, and behavioral factors. Finally, it provides brief definitions of retail marketing and competitive dynamics/wholesale.

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    Mass-Marketing To Micro-Marketing

    Uploaded by

    Moona Malik
    194 views8 pages
    This document discusses different levels of market segmentation from mass marketing to micro-marketing. It defines mass marketing, segments, niches, local marketing, and customization. It also discusses different variables used for segmenting consumer markets including geographic, demographic, psychographic, and behavioral factors. Finally, it provides brief definitions of retail marketing and competitive dynamics/wholesale.

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    This document discusses different levels of market segmentation from mass marketing to micro-marketing. It defines mass marketing, segments, niches, local marketing, and customization. It also discusses different variables used for segmenting consumer markets including geographic, demographic, psychographic, and behavioral factors. Finally, it provides brief definitions of retail marketing and competitive dynamics/wholesale.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    194 views8 pages

    Mass-Marketing To Micro-Marketing

    Uploaded by

    Moona Malik
    This document discusses different levels of market segmentation from mass marketing to micro-marketing. It defines mass marketing, segments, niches, local marketing, and customization. It also discusses different variables used for segmenting consumer markets including geographic, demographic, psychographic, and behavioral factors. Finally, it provides brief definitions of retail marketing and competitive dynamics/wholesale.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 8

    Marketing Management

    with Dr. Rizwan Ali

    Lahore Business School (LBS)


    The University of Lahore
    Ph,D (Management Science), China
    [email protected]
    0300-8888916
    Levels of Market Segmentation
    From Mass-Marketing to Micro-Marketing

    Mass Marketing – basis for Segmentation


    Mass Marketing is:
    Mass Production, Mass Distribution and Mass Promotion of
    one product for all buyers
    COKE’s 300 Ml bottle for everyone


    Micro-Marketing is done at one of four levels:

    Segments - Segment Marketing

    Niches – Niche Marketing

    Local Areas – Local Marketing

    Individuals - Customization

    2
    Levels of Market Segmentation
    From Mass-Marketing to Micro-Marketing
    Segments - Segment Marketing
    A market segment is a group of people who share one or more common
    characteristics, lumped together for marketing purposes. Each market
    segment is unique, and marketers use various criteria to create a
    target market for their product or service.

    Niches – Niche Marketing


    A niche market is the subset of the market on which a specific product is
    focused. The market niche defines the product features aimed at satisfying
    specific market needs, as well as the price range, production quality and the
    demographics that it is intended to target. It is also a small market segment.

    3
    Levels of Market Segmentation
    From Mass-Marketing to Micro-Marketing
    Local Areas – Local Marketing
    Local marketing referred to as local store marketing or
    neighborhood marketing—specifically targets the community around a
    physical store or restaurant. Promotional messages are directed to the local
    population, rather than the mass market.
    Individuals – Customization
    The action of modifying something to suit a particular individual or task.

    4
    Segmenting Consumer Markets

    Different Segmentation Variables:


    Geographic

    Demographic

    Age & Lifecycle

    Life Stage

    Gender

    Income

    Generation

    Social Class

    Psychographic

    Behavioral

    Decision Roles

    Behavioral Variables

    MG 220 Marketing Management 5


    Retail Marketing
     Retail Marketing  
    Sale of goods and services from businesses to an end user.
    Retail marketing is the process by which retailers promote
    awareness and interest of their goods and services in an
    effort to generate sales from their consumers.

    6
    Competitive Dynamics/Wholesale
     Competitive dynamics is a term used to describe a gamut
    of actions and reactions of firms taking part in
    a competitive business environment.
     Wholesale marketing is when a producer or
    manufacturer of a product sells its supply to a company
    (the wholesaler), who will, in turn, sell it to the end
    consumer, possibly even under the brand name of the
    company.

    7

    Thanks

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