市场营销学MBA讲义.ppt

. Segmenting Consumer Markets Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality Demographic segmentation is the most popular segmentation method because consumer needs, wants, and usage often vary closely with demographic variables and are easier to measure than other types of variables Segmenting Consumer Markets Age and life-cycle stage segmentation is the process of offering different products or using different marketing approaches for