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Market segmentation
Chapter 9

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Market segmentation
* Market segmentation pertains to the division of a market of consumers into units with similar
needs and wants.
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Segmentation
* Geographical (e.g. country, region, city, town, etc.)
* Sociological (i.e. social position, life style)
* Demographic (e.g. age, gender, socio-economic class, etc.)
* Behavioural (e.g. brand loyalty, usage rate, etc.)
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Target
* Discernable - How a segment can be differentiated from other segments. * Accessible - How a
segment can be accessed via Marketing Communications produced by a firm. * Measurable - Can the
segment be quantified and its size determined?
* Profitable
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Segment serving
* Undifferentiated
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* Differentiated
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* Niche - concentrated
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zahlavi CZ OPVK_MU_stred_2
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* Positioning concerns how to position a product in the minds of consumers