The sub-categorisation of a market based upon the relationship that the customer has with the product or service. For example, the frequency of purchase, occasion of purchase, and the specific benefits sought the awareness status of the customer and the brand loyalty levels. In the context of mobile marketing segmentation this might include, for example, potential customer awareness of a variety of new mobile services such as m-banking that would revolutionise the way many people transfer funds and pay bills.
Published in Chapter:
Segmentation Challenges Posed by ‘Transnationals' in Mobile Marketing
Ibrahim Sirkeci (Regent’s College, UK) and Richard Mannix (Regent’s College, UK)
Copyright: © 2010
|Pages: 21
DOI: 10.4018/978-1-60566-074-5.ch006
Abstract
Mobile technologies have posed new challenges for marketers as well as opportunities in an increasingly global market with high human mobility within and across borders. To understand and address customer needs more effectively, this chapter proposes to add new variables to market segmentations formula such as change of residence, movement and commuting distance/hours. A discussion of ‘mobile nationals’, and ‘transnationals’, as segments, is undertaken. The transnationals segment includes immigrants, refugees, tourists as well as businesspeople and professionals whose careers span into several countries. These groups create multiple reference points, which are likely to determine their characteristics and behaviour. This is an emerging and promising customer segment particularly for mobile marketing and mobile services. To explore the viability of such a segment, we have made use of several existing theoretical frameworks and concepts of segmentation. Future research should focus on the identification of transnational and national mobile segments while also developing and fine tuning the new variables –movement, change of residence and commuting for segmentation theory.