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Printable Handouts
Navigable Slide Index
- Introduction
- The purpose of this seminar
- What we will cover
- But first
- Why segment in the first place?
- Why is the mature audience important?
- Why is the mature market different?
- Age affects the way we think and behave
- An example
- Generational traits
- Options of segmentation
- Demographic segmentation (1)
- Demographic segmentation (2)
- When demographic segmentation is appropriate
- Drawbacks of demographic segmentation
- Socio-demographic segmentation (1)
- Socio-demographic segmentation (2)
- When socio-demographic segmentation is suitable
- Drawbacks of socio-demographic segmentation (1)
- Drawbacks of socio-demographic segmentation (2)
- Geo-demographic segmentation (1)
- Geo-demographic segmentation (2)
- Cameo as an example
- When geo-demographic segmentation is suitable
- Drawbacks of geo-demographic segmentation (1)
- Drawbacks of geo-demographic segmentation (2)
- Attitudinal and lifestyle segmentation
- Attitudinal segmentation
- How attitudinal segments are built
- UFO as an example
- The UFO clusters
- Where does attitudinal segmentation work
- Drawbacks of attitudinal segmentation
- Behavioural or transactional segmentation (1)
- Behavioural or transactional segmentation (2)
- Behavioural or transactional segmentation (3)
- Where does this segmentation work well (1)
- Where does this segmentation work well (2)
- Drawbacks of this segmentation
- Summary
- So where does this leave us
- Thank you
Topics Covered
- Why is the mature audience important?
- Why is the mature market different?
- Demographic segmentation
- Socio-demographic segmentation
- Geo-demographic segmentation
- Attitudinal or lifestyle segmentation
- Behavioral or transactional segmentation
Talk Citation
Robson, S. (2009, March 31). Options for segmenting the mature consumer [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 5, 2024, from https://doi.org/10.69645/CZQR5320.Export Citation (RIS)