Methods for Segmenting Markets

Describing segments is the second step in the Segmentation-Targeting-Positioning process. In this step, firms break down the entire market into segments with similar qualities, using a variety of methods and tools.

This activity is important because there is no single best way to segment a market. Firms choose methods based on the type of goods/services they offer and on their goals. For instance, if the firm wants to identify its customers easily, geographic or demographic segmentation likely will work best. But if it wishes to dig deeper into why customers might buy its offering, then lifestyle, benefits, or loyalty segmentation are more appropriate. Geodemographic segmentation provides a blend of geographic, demographic, and psychographic approaches. Typically, a combination of several segmentation methods is most effective.

The goal of this activity is to test your understanding of the different methods of segmenting a market.

Read and match each statement to the segmentation method it exemplifies.

1. Product, Demographic
3. Targeted segment, Demographic
5. Targeted segment, Psychographic
7. Targeted segment, Benefit
9. Targeted segment, Geodemographic
11. Product, Benefit
13. Targeted segment, Geographic
15. Product, Psychographic
17. Product, Geographic
19. Product, Geodemographic

Match each of the options above to the items below.

• A company manufactures and markets snowblowers (devices to help in snow removal).

  A company manufactures and markets snowblowers (devices to help in snow removal). Open choices for matching No answer 1 2 3 4 5 6 7 8 9 10

• A company has created a deodorant to appeal to a specific segment based on age and gender.

  A company has created a deodorant to appeal to a specific segment based on age and gender. Open choices for matching No answer 1 2 3 4 5 6 7 8 9 10

• An auto manufacturer has built a hybrid car, which typically appeals to people with a specific set of values and ideals.

  An auto manufacturer has built a hybrid car, which typically appeals to people with a specific set of values and ideals. Open choices for matching No answer 1 2 3 4 5 6 7 8 9 10

• An educational company has created a series of videos that supposedly make babies smarter and help their intellectual development.

  An educational company has created a series of videos that supposedly make babies smarter and help their intellectual development. Open choices for matching No answer 1 2 3 4 5 6 7 8 9 10

• A retail chain specializes in urban accessories: mp3 player sleeves, messenger bags, t-shirts with urban logos, and small-apartment housewares. It experiences the most success when it sells its products in the right sort of neighborhood, where local residents embrace the urban lifestyle.

  A retail chain specializes in urban accessories: mp3 player sleeves, messenger bags, t-shirts with urban logos, and small-apartment housewares. It experiences the most success when it sells its products in the right sort of neighborhood, where local residents embrace the urban lifestyle. Open choices for matching No answer 1 2 3 4 5 6 7 8 9 10

• Because this company's product is specific to a winter climate, it focuses on northeastern states where it gets cold and snows often.

  Because this company's product is specific to a winter climate, it focuses on northeastern states where it gets cold and snows often. Open choices for matching No answer

• The company uses sex appeal and young adult/male humor to reach them.

  The company uses sex appeal and young adult/male humor to reach them. Open choices for matching

• It is important to this group of people, who are very resourceful and innovative, to be guided by knowledge and ideals.

  It is important to this group of people, who are very resourceful and innovative, to be guided by knowledge and ideals. Open choices for matching No answer 1 2 3 4 5 6 7 8 9 10

• Many new moms are focused on their babies' future success; they willingly purchase products claiming to enhance baby development.

  Many new moms are focused on their babies' future success; they willingly purchase products claiming to enhance baby development. Open choices for matching These young urban professionals live in fast-growing cities across the country and tend to inhibit certain neighborhoods where they spend the majority of their time.