Real-World Examples of Marketing Segmentation
While developing effective marketing strategies and plans, managers refer to segmenting the market in order to determine the areas in which the product or services will be proposed. The overall levels of segmentation include the mass market, the segments, niches, and individuals. The managers choose whether to compete within the mass market, the certain segment, the specific niche, or be oriented to individuals. When segments are selected, the managers focus on their characteristics and differences in order to address the chosen category directly. In their turn, the segments as groups of customers with specific needs and expectations in the market can be determined with the help of focusing on variables or differences of potential customers. The process of dividing the market into segments includes the focus on variables or characteristics of customers. Traditionally, the managers divide the market into segments while referring to such variables as behavioral, geographic, psychographic, and Continue reading