About Marketing Segmentation

Marketing Segmentation is a common method and also is very important  when we are doing business. It's a process of dividing a total market into several relatively homogeneous groups. The similarities might be common characteristics or common desries and needs.

If we think about segmenting methods, there're quite a few ones.

1, Georaphical segmentation
    Eg. region, population density, climate
2, Demographical segmentation
    Eg. age, gender, famliy size, generation
3, Psychographical segmentation
    Eg. activities, interests, values, attitues
4, Product-related segmentation
    Eg. luxury, durability, convenience
5, Behavioralistical segmentation
    Eg. usage rate, readiness to buy

Take one of the greatest PC company, Lenovo as an example. 

 

 There is no doubt that how to choose a suitable segmentation, targeting and positaion of products played a significant role in this process-- I mean why could Lenovo achieve a success. 

In China, Lenovo adopted georaphical segmentation and more importantly, they conducted population density, there's whole lot of different needs.  Incomes are also differenaited. These are all contribuing to forming a different consuming behaviors. Thus,  Lenovo focus on four groups of people, white collar, video game players, college students and rural users. They provided relative services to meet the proper needs.

Marketing Environment

Marketing  Environment

Normally, marketing means all kinds of roles and forces which affect company and target customers set up and maintain mutul benefit. It could be divded into micro marketing environment and marco marketing environment. It means the existing uncontolling factors and force outside of the company marketing system, and these are the external terms which's affecting marketing activties and target achivements.

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Usually, there's always a main process for marketing:

1)  Opportunity identification

2)  New product development

3) Customer attraction

4) Customer retention and loyalty building

5) Order fulfillment

If the every step works properly, normally the marketing would be successful too.