Abstract: In the article ,the first I introduced the definition of marketing segmentation ,and the role it played in marketing ,secondly I introduced if marketing should segmentation or not segmentation ,and it involved two parts :the mass marketing and segmentation ,pointed out their feature and advantage .thirdly I introduce the major segmentation for consumer markets ,it included demographic segmentation ,geographic segmentation ,usage-rate segmentation and psychographic and lifestyle segmentation ,and took a typical case for each one .at last I took a typical case as example to talk about segmentation .
Key words marketing segmentation,demographic segmentation ,geographic segmentation
Outlet Introduction I . To Learn about the Market Segmentation II.To Explain Segmentation or not to Segmentation 1 . Mass marketing 2 . Segmentation III. To introduce Segmentation Bases for the Consumer Market 1 .Demographics Segmentation 2 .Geographic Segmentation 3 .Usage-rate Segmentation 4.Psychographics and Lifestyles Segmentation V. To Study The Typical Case of Segmentation
Reference book : Name Author Publisher Marketing Today David J.Rachman The United States of American