market segmentation
Customer group classification
Market segmentation is the practice of dividing potential customers into groups based on shared characteristics—demographics, behavior, geography, or preferences.
Companies use segmentation to target products and messaging more precisely: Their market segmentation revealed that young professionals responded best to mobile ads.
The assumption is that different groups want different things and respond to different approaches.
Selecting as objective
- positioningArranging in specific locations
- differentiationRecognizing meaningful differences
- nicheRecessed wall space
- micromarketingPromotions aimed at narrow groups
clustering · personas · focus groups · surveys · analytics · competitive advantage · value proposition · customer acquisition
Habitual preference for one company
- price sensitivityDemand's reaction to cost
- occasionNotable event or moment
- engagementCommitment to wed or attend
- frequencyRate of recurrence
recency · churn · retention · conversion · customer journey · touchpoints · impulse buying
Duration of existence
- genderSocial identity category
- incomeRegular monetary receipts
- educationSystematic development of mind
- occupationOne's regular paid work
ethnicity · family size · marital status · generation · socioeconomic · household · census · population
Personal living pattern
- valuesPrinciples held worthwhile
- attitudesSettled ways of feeling
- interestsWhat engages or benefits
- personalityCharacteristic mental patterns
motivations · preferences · beliefs · opinions · aspirations · mindset · traits · consumer profiles
Economic production sector
- revenueBusiness income total
- employeesPaid staff members
- decision-makersThose with choosing power
- procurementObtaining goods externally
targeting
Selecting as objective
- positioningArranging in specific locations
- differentiationRecognizing meaningful differences
- nicheRecessed wall space
micromarketing · clustering · personas · focus groups · surveys · analytics · competitive advantage · value proposition · customer acquisition
brand loyalty
Habitual preference for one company
- price sensitivityDemand's reaction to cost
- occasionNotable event or moment
- engagementCommitment to wed or attend
frequency · recency · churn · retention · conversion · customer journey · touchpoints · impulse buying
age
Duration of existence
- genderSocial identity category
- incomeRegular monetary receipts
- educationSystematic development of mind
occupation · ethnicity · family size · marital status · generation · socioeconomic · household · census · population · life stage
lifestyle
Personal living pattern
personality · motivations · preferences · beliefs · opinions · aspirations · mindset · traits · consumer profiles · social status
industry
Economic production sector
- revenueBusiness income total
- employeesPaid staff members
- decision-makersThose with choosing power
procurement · enterprise · SMB · stakeholders · organizational structure
region
Indefinite bounded area
urban · rural · suburban · territory · location · density · zip code · neighborhood · local · international
market, marketing, supermarket, markets, marketer, marketed, segmented, segments, stock market