© 2012 McGraw-Hill Ryerson Ltd. Forms of Market Segmentation Mass marketing Segment marketing Niche marketing Individualized marketing 0 LO 2

© 2012 McGraw-Hill Ryerson Ltd. Mass Marketing Rarely seen today Competitiveness of the market Need to specifically address consumer needs 1 LO 2

© 2012 McGraw-Hill Ryerson Ltd. Segment Marketing Most common form of segmentation followed by large companies. Meeting the needs of target groups (chosen segments) with specific products and marketing programs. 2 LO 2

© 2012 McGraw-Hill Ryerson Ltd. Niche Marketing Concentrate on a smaller area to be successful. Kashi targets ‘health enthusiasts.’ 3 LO 2

© 2012 McGraw-Hill Ryerson Ltd. Individualized Marketing Through the use of sophisticated tracking and statistical models, behaviour is predicted. Individual offers are developed. Product selection and products can be customized. 4 LO 2