In marketing, the concept of segmentation typically revolves around what most textbooks call the “top five” bases: geographic, demographic, psychographic, benefits sought, and behavioral. However, these are by no means the only ways to dissect a market. In real-world or advanced academic scenarios, … Read more...
Market segmentation is often touted as one of the most foundational aspects of modern marketing. By categorizing consumers into smaller, more homogeneous groups, organizations can achieve precision in everything from product design and pricing to communications strategy. However, choosing which segmentation … Read more...
Note: This topic discusses segmentation bases for consumer markets, there is a separate topic area relating to business market segmentation bases/variables.
Market segmentation is a strategic process that helps marketers divide a broad consumer market into smaller, more homogeneous groups. The ultimate goal is to tailor marketing … Read more...
