ADM Market Segmentation

• Thinking about the clothing and footwears that you bought recently or plan to buy, list at least two brands that you prefer to buy.

• ​What are some of the personal characteristics that influence your choice of products/brands? Think about your hobbies, how you like to dress, your part-time jobs, your likes/dislikes, your current stage of life, etc.

​Warm Up Activity

​Example:

​Brands	Personal Characteristics​
Patagonia Women's tall​ winter jacket	Tall woman​
​Nike basketball shoes	Parent of athletes​
​Clarks loafers	Elementary teacher

Basis for Segmentation

​​Which of the following factors affect your buying decision?

• What is the Levi's commercial about?

• How would you describe this brand in terms of price and quality?

• Describe the demographics & behavioral characteristics of this group.

• Does this ad make you want to buy Levi's brand of clothing? Why or why not?

• What is the Bounty commercial about?

• How would you describe this brand in terms of price and quality?

• Describe their target market using demographics & psychographics

Poll

Which target market do you think fits best?

• Family with children

• Single male

• Young adult couple living together

• Retired couple

Poll

Which target market do you think fits best? (Viking River Cruise on the Rhine River)

• Family with children

• Single male

• Young adult couple living together

• Retired couple

Poll

Which target market do you think fits best? (Concert tickets to see Drake) You may choose more than one.

• Family with children

• Single male

• Young adult couple living together

• Retired couple

Poll

Which target market do you think fits best?

• Family with children

• Young female

• Young adult couple living together

• Young male

Poll

Which target market do you think fits best?

• Family with children

• Young female

• Young adult couple living together

• Married male, no children

Poll

Which target market do you think fits best? (Theme park season passes)

• Family with children

• Young female

• Young adult couple living together

• Married male, no children

TEST YOUR KNOWLEDGE

Multiple Choice

Which of the following is the best definition for a market segment?

• A place where products and services are offered for sale.

• The way marketers communicate with their customers.

• A subgroup of consumers who share similar characteristics and therefore have similar product needs.

Multiple Select

Income Level (of family):

• Demographics

• Geographic

• Psychographic

• Bahevioral

Multiple Choice

The change in climate of the city, where a product is being sold will affect the __________region of the marketing plan.

• Geographic
• Demographic
• Psychographic
• Telepathic

Multiple Choice

___________is based on the way a customer use the product.

• Mass Marketing
• Behavioral
• Target Market
• Demographic

Multiple Choice

A customers interest in playing basketball can help a marketer determine his/her ______.

• Psychographic criteria
• Geographic criteria
• Demographic criteria
• Behavioral criteria

Multiple Choice

Chad has an interest partying every weekend this can help a marketer determine his ______.

• Psychographic criteria
• Geographic criteria
• Demographic criteria
• Behavioral criteria

Multiple Choice

Ms. Montford's loyalty to purchasing only coach handbags will help in determining the_____ aspect of a Market Segmentation analysis.

• Target Market
• Behavioral
• Demographic
• Geographic

Multiple Select

Identifies physical and social characteristics

• Demographics

• Geographics

• Psychographics

• Behavioral