Segmenting Consumer Markets Read the overview below and complete the activities that follow. From a marketing manager's perspective, one way to think about markets is on a continuum that ranges from undifferentiated, where everybody essentially needs and wants the same thing, to singular, where each person has unique needs and wants. The territory between these two extremes is where segmentation approaches come into play. This activity is important because marketing managers need to be able to determine how to segment consumer markets along different dimensions in order to move towards creating, communicating, and delivering value to customers based on both their distinct and similar needs and wants. The goal of this exercise is to demonstrate an understanding of the four broad categories of consumer segmentation. Segmentation seeks to find one or more factors about members of a heterogeneous market that allow for dividing the market into smaller, more homogeneous subgroups for the purposes of developing different marketing strategies to best meet the segments' distinct needs and wants. In the consumer marketplace, the categories of variables used by marketing managers to develop segments can be conveniently grouped into four broad categories: geographic, demographic, psychographic, and behavioral. Once a segmentation approach is developed, marketing managers engage in target marketing, which involves evaluating the segments and deciding which shows the most promise for development. Read the statements. Click and drag each item into the correct spot within the chart. Starbucks Under Armour McDonald's Walmart T Behavioral segmentation Geographic segmentation SEGMENTING CONSUMER MARKETS Psychographic segmentation Demographic segmentation