This short video explores the SWOT Analysis as part of an overall Strategic Marketing Plan. Most people perform a SWOT analysis for entire companies, or across entire markets. This is the wrong approach, creating only generic results. Effective SWOT must be linked to a market segment.
From Oxford learning lab. For more information, go to: http://www.oxlearn.com
Duration : 0:4:1
This video is a good primer for those interested in market research and segmentation. The author describes and defines both market research and market segmentation and offers both reasons and techniques for their use.
Research topics include primary (field) and secondary (desk) market research, sampling techniques, surveys, and questionnaires.
Segmentation topcis include, demographics, and the “how and why” of segmenting a market.
Duration : 0:9:58
This short is part of a Business Studies Revision Exam. The video briefly covers the types of Market Segmentation: Geographical, Demographical, Benefit, Buyer Readiness, Behavioural, Lifestyle.
You can use this as a primer for more in-depth study into Market Segmentation.
Duration : 0:1:53
Here we find a brief presentation on Marketing Segmentation, Targeting, and Positioning. Included are topcis on demographics, psychographics, and various ways of looking at market segments. This video contains no sound, but can be easily used as a study aid.
Duration : 0:6:1
This short video looks academic, but it packs an important, real-world marketing lesson for anybody that feels that they have to sell based on price alone. The example given here will encourage you to learn more about your various market segments, and will help you to avoid the “price commodity trap”.
Duration : 0:4:43
Here is a video project which was made by a group of five Laurentian University students. The tone is hip and laid-back, and the script is somewhat tongue-in-cheek, but the concepts of market segmentation come through.
This is short, but fun video that will visually introduce you to the concepts of markets (no pun intended) and how they can be segmented into sub-groups and niches.
Duration : 0:2:37
Note: The following was re-printed from Yahoo! Answers.
Question: How do the following demographic variables affect Market Segmentation? a. Age b. Education c. Family Size d. Race e. Social Class f. Occupation Can anyone answer meeeeee~!!!
Answer: Each is a factor in Market Segmentation. How they effect the Market Segmentation depends on what industry you are in. The Market for Anti-Aging Creams is more Age Dependent than say the Market for Washing Machines. Just think about it a bit, it’s easy to distinguish. How about the purchase of Luxury cars? Is education relevant? How about McDonalds? Do children and hence total family size play a role? Why do they have Ronalds Playland? Or Happy Meals? I tend to get sunburned when I spend to much time in the sun. Does my race relate to the sale of sun protection creams? I feel the need to identify myself with intangibles with Luxury Brand Names like LV, Gucci and Prado. Am I part of a social class? Or maybe want to look the part? Social Class Relevant? I am a construction worker and I a tough man. When I hear “Ford Tough” I feel that it related to who I am. Maybe I’ll buy a Ford?
Note: The following was reprinted from Yahoo! Answers.
Question: What are the characteristics of market segmentation? Define
Answer: A market segmentation of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention.
The term is also used when consumers with identical product and/or service needs are divided up into groups so they can be charged different amounts. These can broadly be viewed as ‘positive’ and ‘negative’ applications of the same idea. You can read more about these concepts in wikipedia.
