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Hi all my online store is now live at www.livilstore.com Free delivery available for all items

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https://www.economist.com/news/economics-brief/21705308-fifth-our-series-seminal-economic-ideas-looks-nash-equilibrium-prison

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Carillion collapse: Ministers hold emergency meeting - http://www.bbc.co.uk/news/business-42695522

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A new Starbucks opens in China every 15 hours

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The 5 Customer Segments of Technology Adoption

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The 5 Customer Segments of Technology Adoption

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https://ondigitalmarketing.com/learn/odm/foundations/5-customer-segments-technology-adoption/

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https://www.cnet.com/news/why-india-doesnt-want-free-basics/

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https://youtu.be/kshIWIc15yg

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Used to persuade in advertisement .. logos/ethos/pathos..
Well done Shukran..nice model!

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The benefits of using a padlet wall are considerable...

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The benefits of using a padlet wall are considerable...

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1.  Sharing ideas
2. Shared working space
3.  Facilitates team working and performance...etc

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The UK's obesity crisis is being fuelled by businesses pushing unhealthy food and larger portions on shoppers, according to health experts.

The Royal Society for Public Health warned consumers were being tricked by a marketing ploy known as upselling.

The tactic involves shops, cafes and restaurants encouraging customers to upgrade to larger meals and drinks or adding high-calorie toppings and sides.

A poll suggested eight in 10 people experienced it every week.

The most common upsells to be taken included larger coffees, bigger meals, sweets and chocolates and extra sides such as onion rings and chips.

Royal Society for Public Health chief executive Shirley Cramer said the industry was pressuring the public into buying extra calories, which then added up "without us noticing".

She said businesses needed to stop training staff to upsell high-calorie food and instead focus on healthy alternatives.

The findings were drawn from a poll of more than 2,000 UK adults by the RSPH and Slimming World.

Those who had experienced upsells had been targeted more than twice a week on average, with younger people the most susceptible.

The most common place for it to happen was restaurants, followed by fast-food outlets, supermarkets, coffee shops and pubs and bars.

The research showed many of the upsells were unhealthy options, with the average person who fell victim to the technique consuming an average of 17,000 extra calories a year, enough to gain an extra 5lbs (2.3kg) over 12 months.
What are your views? Join the debate on our Facebook page.
'I kept falling for upsells'

Liam Smith, 25, from West Yorkshire, is just one of the many people who have been persuaded by the marketing ploy.

But since recognising he was eating too much he has lost 6st (38kg) and now refuses upsells.

"Being able to 'go large' on a meal for 30p extra was always a no-brainer for me, as was a few pence more for a large cup of hot chocolate or paying £1 more to turn a single burger into a double.

"Afterwards, I'd wish I hadn't done it though - I can only describe it as a major feeling of guilt."

1. Restaurants

2. Fast-food outlets

3. Supermarkets

4. Coffee shops

5. Pubs and bars

6. Cinemas

7. Planes and airports

8. Petrol stations

9. Newsagents

10. Railway stations

The top 10 places for upselling

The practice occurs at the point-of-sale and is not at the customer's request.

Examples include a coffee shop barista asking if you would like a large rather than a regular-sized coffee or if you want whipped cream added.

Another popular one is a fast-food worker asking if you would like to make a meal large for only a minimal cost.
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One worker told researchers: "I've been trained so that if a customer asks for a product, I always ask if they'd like to make that a meal."

Some bar workers are also trained to nudge people towards buying a double rather than a single measure.

But Brigid Simmonds, chief executive of the British Beer and Pub Association, said there was "absolutely no evidence" of upselling in pubs.

"Telling people what to do is not what you do," she told BBC Radio 4's Today programme. "You go to a pub and there's a certain amount of free choice."

She adds: "There are actually fewer calories in half a pint of beer than there are in a glass of orange juice."

And Andrew Opie, of the British Retail Consortium, also disputed that supermarkets upsold.

He said: "They promote and market products in store, but ensure there is a balance of products and it is offered as choice rather than upselling."

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Public 'tricked' into buying unhealthy food

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The UK's obesity crisis is being fuelled by businesses pushing unhealthy food and larger portions on shoppers, according to health experts. The Royal Society for Public Health warned consumers were being tricked by a marketing ploy known as upselling. The tactic involves shops, cafes and restaurants encouraging customers to upgrade to larger meals and drinks or adding high-calorie toppings and sides.

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A contemporary approach to market segmentation...

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A contemporary approach to market segmentation...

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Market Segmentation
by Jerry W. Thomas

When the term "market segmentation" is used, most of us immediately think of psychographics, lifestyles, values, behaviors, and multivariate cluster analysis routines. Market segmentation is a much broader concept, however, and it pervades the practice of business throughout the world.

What is market segmentation? At its most basic level, the term "market segmentation" refers to subdividing a market along some commonality, similarity, or kinship. That is, the members of a market segment share something in common.

The purpose of segmentation is the concentration of marketing energy and force on the subdivision (or the market segment) to gain a competitive advantage within the segment. It's analogous to the military principle of "concentration of force" to overwhelm an enemy. Concentration of marketing energy (or force) is the essence of all marketing strategy, and market segmentation is the conceptual tool to help achieve this focus. Before discussing psychographic or lifestyle segmentation (which is what most of us mean when using the term "segmentation"), let's review other types of market segmentation. Our focus is on consumer markets rather than business markets, but most of the following concepts also apply to B2B.

Geographic Segmentation

This is perhaps the most common form of market segmentation, wherein companies segment the market by attacking a restricted geographic area. For example, corporations may choose to market their brands in certain countries, but not in others. A brand could be sold only in one market, one state, or one region of the United States. Many restaurant chains focus on a limited geographic area to achieve concentration of force. Regional differences in consumer preferences exist, and this often provides a basis for geographic specialization. For example, a company might choose to market its red-eye gravy only in the southeastern U.S. Likewise, a picante sauce might concentrate its distribution and advertising in the Southwest. A chainsaw company might only market its products in areas with forests. Geographic segmentation can take many forms (urban versus rural, north versus south, seacoasts versus interior, warm areas versus cold, high-humidity areas versus dry areas, high elevation versus low-elevation areas, and so on). These examples also reveal that geographic segmentation is sometimes a surrogate for (or a means to) other types of segmentation.

Distribution Segmentation

Different markets can be reached through different channels of distribution. For example, a company might segment the "tick and flea collar" market by selling the product to supermarkets under one brand name, to mass merchandisers under another brand name, to pet stores under another brand name, and to veterinarians under yet another brand name. This type of distributional segmentation is common, especially among small companies that grant each channel a unique brand to gain distribution within that channel. Other examples of distributional segmentation would be an upscale line of clothing sold only in expensive department stores, or a luxury hair shampoo sold only through upscale beauty salons.

Media Segmentation

While not common, media segmentation is sometimes a possibility. It is based on the fact that different media tend to reach different audiences. If a brand pours all of its budget into one media, it can possibly dominate the segment of the market that listens to that radio station or reads that magazine. Media segmentation is most often practiced by companies that have some control over the media and can somehow discourage competitors from using that media.

Price Segmentation

Price segmentation is common and widely practiced. Variation in household incomes creates an opportunity for segmenting some markets along a price dimension. If personal incomes range from low to high, the reasoning goes, then a company should offer some cheap products, some medium-priced ones, and some expensive ones. This type of price segmentation is well illustrated by the range of automotive brands marketed by General Motors, historically. Chevrolet, Pontiac, Oldsmobile, Buick, and Cadillac varied in price (and status) along a clearly defined spectrum to appeal to successively higher income groups.

Demographic Segmentation

Gender, age, income, housing type, and education level are common demographic variables. Some brands are targeted only to women, others only to men. Music streaming services tend to be targeted to the young, while hearing aids are targeted to the elderly. Education levels often define market segments. For instance, private elementary schools might define their target market as highly educated households containing women of childbearing age. Demographic segmentation almost always plays some role in a segmentation strategy.

Time Segmentation

Time segmentation is less common, but can be highly effective. Some stores stay open later than others. Some products are sold only at certain times of the year (e.g., Christmas cards, fireworks). Chili is marketed more aggressively in the fall, with the onset of cooler weather. Football is played in the fall, basketball in the winter and spring, and baseball in the spring and summer (or at least this used to be the pattern). The Olympics come along every four years. Department stores sometimes schedule midnight promotional events. The time dimension can be an interesting basis for segmentation.

Occasion-Based Segmentation

People tend to behave differently, and think differently, at different times or occasions. For example, dietary habits and preferences vary by occasion: breakfast is different from dinner; eating out on a Friday night is different from grabbing lunch during the week; Thanksgiving dinner is different from most other dinners. These types of differences can be the basis for segmenting a market. If the goal is to develop new product-development templates for a restaurant chain, then occasion-based segmentation might be a good solution. If the goal, however, is to develop the strategic positioning and advertising messages for a new smartphone or a new car, then occasion-based segmentation would not be applicable. The goal is one optimal solution, and the occasions do not matter.

Markets can be also segmented by hobbies, by political affiliation, by religion, by special interest groups, by sports team loyalties, by university attended, and by hundreds of other variables. You are only limited by your marketing imagination.

Psychographic or Lifestyle Segmentation

Lastly, we come to psychographic (or lifestyle) segmentation, based upon multivariate analyses of consumer attitudes, values, behaviors, emotions, perceptions, beliefs, and interests. Psychographic segmentation is a legitimate way to segment a market, if we can identify the proper segmentation variables (or lifestyle statements, words, pictures, etc.).

Qualitative research techniques (focus groups, depth interviews, ethnography) become invaluable at this stage. Qualitative research provides the insight, the conceptual knowledge, and the consumer's exact language necessary to design the segmentation questionnaire. Typically, verbatim comments from consumers are used to build batteries of psychographic or lifestyle statements (these two terms are used interchangeably). A large representative sample of consumers (generally, 1,000 or more) are then asked about the degree to which they agree or disagree with each statement. For example, if you were designing a market segmentation questionnaire for an airline, you might conduct a series of depth interviews to help design the questionnaire. You probably would include a behavioral section (frequency of flying, how purchase tickets, who travel with, cities flown to, where sit, airlines flown, money spent on airline tickets, etc.). You would include a major section on attitudes toward air travel (motivations for air travel, fears related to air travel, positive emotions of flying, attitudes about airline employees, checking luggage, buying tickets, and so forth). You would also want to include a section on perceptions of the different airlines; that is, their "brand images." You could go further and add a section on media consumption or personal values as well. It is at this point that you realize the questionnaire is too long, and you have to make some hard decisions about what questions or statements to include.

The method of data collection is very important, because the questionnaire is so long (often 45 to 60 minutes in length). The telephone is not recommended for segmentation studies because of questionnaire length. Moreover, the various rating scales and attitudinal statements are difficult to communicate by phone, and the resulting phone data tends to be "insensitive" and rife with "noise."

In-person interviews and online interviews (or even mail surveys) are much better. Rating scales and attitudinal statements can be seen and fully comprehended by respondents. Seeing is much better than hearing, and it produces more accurate answers. Online surveys are especially valuable for segmentation studies, since respondents can take the survey at a time of their own choosing when they can give it their full, undivided attention. A mail survey offers some of the same advantages, but without the questionnaire controls, checks, and safeguards built into an online survey.

Analytical Methods

Most segmentation analyses are based upon various types of "cluster analysis," which is a set of well-defined statistical procedures that group people according to the proximity of their ratings. Unfortunately, cluster analysis (regardless of its many types and forms) has inherent limitations and seldom yields coherent market segments. Cluster analysis routines tend to ignore the pattern of respondent ratings and rely primarily upon the proximity of respondent ratings. Too often this leads to clusters, or market segments, that don't seem to make much sense when cross-tabulated against the original segmentation variables. Another limitation of clustering approaches is that all statements are treated as equal, whereas, in truth, some statements might be much more important than others in explaining consumer behavior in a particular product category.

A better way to achieve a good psychographic segmentation is to first identify the statements that are more important (i.e., the statements that tend to explain or cause specific consumer behaviors). Correlation analysis and regression can be used for this purpose. Factor analysis is also a powerful technique to identify the statements and groups of statements that account for much of the variance in the attitudinal data set. Directly, and indirectly, these techniques can help you identify the most important statements (i.e., attitudes, perceptions, values). Then these statements become the inputs to the final segmentation analysis. Many different methods can be used to "cluster" or group the statements at this point.

The final step is to attach a segment code to each market segment identified and then cross-tab all of the questionnaire variables by the segments. You must then study the segments, and the attitudes/statements that make up each segment, to make sure they make sense and hang together. If the segmentation results don't make sense, then you have to go back, change some of your assumptions or methods, rerun the analysis, and repeat the cross-tab exercise to apply the "common sense" validity check.

Common Mistakes

Segmentation studies tend to be large and complicated, so it's easy for errors and mistakes to be made. Some of the most common mistakes:

Nonmutually Exclusive Segments

Virtually all segmentation work, historically, has been based upon the assumption of mutually exclusive market segments. The mutually exclusive model, however, does not always apply to psychographic or lifestyle segmentation (since most of us hold many overlapping and/or conflicting beliefs and attitudes). Therefore, it is wise to develop two distinctly different segmentation solutions: one based upon mutually exclusive segments and one based upon overlapping segments. Both of these segmentation "solutions" should be cross-tabulated by the original questionnaire variables to identify which type of solution yields the most meaningful (and actionable) market segments.

Final Thoughts on Marketing Segmentation

The concept of market segmentation is sound. It's a way to apply greater marketing energy or force to a subset of the market. A great deal of money is wasted on psychographic segmentations that never lead to any marketing actions.

If you segment the market by psychographics, there are several essential uses of the segmentation: first, target your brand to the largest segment with relevant brand fit (or even target two closely related segments) by media advertising and message. That is, the advertising message is the way to reach the psychographic segment (rarely can a psychographic segment be defined by demographics or geography). Second, segmentation can provide the guiderails for brand positioning. That is, positioning assumes, or takes place in relation to, a target market segment; you are positioning your brand in relation to a market segment. Third, the segmentation can define opportunities for new products targeted to each psychographic segment. That is, the market segments can be a template for new product development. For example, if you find that 15% of the U.S. population belongs to a "safety first" segment when it comes to buying cars, then you can design and build the safest car in the world to target this segment. So psychographic segmentation's greatest value lies in positioning, targeting via advertising message, and defining new product opportunities.

Go forth and segment.

About the Author

Jerry W. Thomas ( jthomas@decisionanalyst.com) is President/CEO of Dallas-Fort Worth based Decision Analyst. He may be reached at 1-800-262-5974 or 1-817-640-6166.

Copyright © 2016 by Decision Analyst, Inc.
This article may not be copied, published, or used in any way without written permission of Decision Analyst.

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A Brief Description of the Different Types Market Segmentation

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When the term "market segmentation" is used, most of us immediately think of psychographics, lifestyles, values, behaviors, and multivariate cluster analysis routines. Market segmentation is a much broader concept, however, and it pervades the practice of business throughout the world. What is market segmentation?

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The video featured 20-year-old freerunner Nightscape (aka Harry Gallagher).

The Advertising Standards Authority (ASA) upheld the complaint, calling the advert "harmful and irresponsible".

Superdry says the clothes being promoted "would not appeal to children".

Nightscape regularly posts daredevil photos on Instagram.

The advert was posted on Facebook in October.

Nightscape is seen walking across an exposed beam above a city skyline at night.

A viewer complained the ad was "socially irresponsible and encouraged an unsafe practice".

Superdry responded saying the advert features a "professional parkour or free running athlete with a social media following, and his age and the brand's solely adult clothing lines meant the ad would not appeal to children".

The company says there is "nothing in the ad which actively encouraged viewers to undertake copycat behaviour".

However, the ASA ruled that while the ad "did not actively state that consumers should undertake the activity, the implication of the text in particular was that it was a fun and daring thing to do".

"While we acknowledged the lack of ease of access to such a location meant it would not be an easy activity to emulate, we considered it was likely to appeal to some young adults as an act of dexterity and daring", it added.

"For those reasons, we concluded that the ad was harmful and irresponsible."

Last month, a Chinese climber fell 62 storeys to his death after climbing a high-rise building without any safety equipment, prompting questions about the controversial social media craze 'rooftopping'.
Find us on Instagram at BBCNewsbeat and follow us on Snapchat, search for bbc_newsbeat

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'Irresponsible' advert featuring parkour runner banned

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The video featured 20-year-old freerunner Nightscape (aka Harry Gallagher). The Advertising Standards Authority (ASA) upheld the complaint, calling the advert "harmful and irresponsible". Superdry says the clothes being promoted "would not appeal to children". Nightscape regularly posts daredevil photos on Instagram. The advert was posted on Facebook in October.

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..from Marketing Teacher website

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A lesson on the marketing concept for marketing learners, teachers and professionals from www.marketingteacher.com.