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Segmentation

Segmentation. Examples. Variables. Age Income Gender Education Lifestyle Social class Type of usage Geography, climate, terrain . Computers. Desktop vs. laptops Personal use vs business use Powerful vs. basic Gaming vs. basic Hi-end vs low-end. Jeans. Work jeans Designer jeans

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Segmentation

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  1. Segmentation Examples

  2. Variables • Age • Income • Gender • Education • Lifestyle • Social class • Type of usage • Geography, climate, terrain

  3. Computers • Desktop vs. laptops • Personal use vs business use • Powerful vs. basic • Gaming vs. basic • Hi-end vs low-end

  4. Jeans • Work jeans • Designer jeans • Brand name, mid-price (Eddie Bauer, Levi’s) • Low price (Wal-Mart)

  5. Make-up • Lower priced lines (Wet n’ Wild) • Mid-priced (Maybelline) • High-end (Clinique, Estee Lauder)

  6. Golf clubs • Beginner sets, low-priced up to $250 • Casual golfers, $250 - $750 (Ram, Top Flite) • Serious golfers, priced up to $2500 (Callaway, Taylor Made)

  7. Athletic Shoes • ? • ? • ? • ?

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