Module 2, Segmentation


The Segmentation Process

The Segmentation Process

The most useful graphic in your notes this week is this one.

1) Step one involves slicing of the market into groups of customers with commons needs and characteristics (Segmentation).  We use five different variable to do this. 2) Step two uses four criteria to find the “right” target market. (Target Marketing)  3) Step three involves designing the product/service mix so it creates a unique image in the customer’s minds. (Positioning).

That is how the chapters in this module fit together and we will spend two weeks discussing the module in class…….including the Segmentation Game 🙂

About Ian W. McVitty

Teacher, Academic Advisor and Learner.


2 thoughts on “Segmentation

  1. Will we be dividing ourselves? 🙂


    Posted by Kimberley McCullough | September 24, 2014, 10:10 pm

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Ian W McVitty

Email: mcvitti@algonquincollege.com
Phone: (613) 727-4723
Drop By: H204C

Creative Commons Licenced

Creative Commons License
Hospitality Marketing One by Ian W. McVitty is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.
%d bloggers like this: