Peter-Olson Chapter 15
Peter-Olson Chapter 15
Peter-Olson Chapter 15
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6/1/2010<br />
Person/Situation Segmentation<br />
• Markets can often be divided on the basis of<br />
the usage situation in conjunction with<br />
individual differences of consumers<br />
– Combines not only the person and the situation,<br />
but also other important segmentation bases<br />
• Benefits sought<br />
• Product and attribute perceptions<br />
• Marketplace behavior<br />
<strong>15</strong>-16<br />
Person/Situation Segmentation<br />
cont.<br />
<strong>15</strong>-17<br />
Geodemographic Segmentation<br />
• Identifies specific households by<br />
– Focusing on local neighborhood geography<br />
– Creates classifications of actual, addressable,<br />
mappable neighborhoods where consumers live<br />
and shop<br />
– PRIZM NE system<br />
• Based on the assumptions that consumers in<br />
particular neighborhoods are similar in many<br />
respects and that the best prospects are those who<br />
actually use a product or other consumes like them<br />
<strong>15</strong>-18<br />
6
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