Question

A women’s health clinic has recognized the need to segment its market. Identify three bases by which this clinic might segment the female market, and identify the manner in which the “product” component of the marketing mix would change in light of the segmentation base used.

Answer 1

1

Market segmentation involves aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action.Markets can be segmented if the costs and efforts of segmentation can lead to higher satisfaction and consequent higher profits.Bases/variables must be

• Observable-must be able to notice the specific difference in buyer behaviour ,needs or attitudes for it to be useful to marketers.
• it must be measurable,if you cant measure it how many people fit into the variable ,then the marketer cannot use it as a segmentation base.
• The base must be stable because otherwise the resulting segments will be changing and thus make investment in marketing that caters for the specific segment futile.

2

a Demographics -age,gender,income,occupation ,education ,family size,ethnicity and geography

b Psychographics: attitudes opinions,activities,personality,lifestyle ,interest values,social class

c Geographic: divide market into separate geographic units