What is market segmentation and how is it applied in marketing?
Posted: Tue Jan 28, 2025 4:57 am
When planning our marketing strategies, we must first consider the audience we are targeting.
This is where a key concept comes in: market segmentation , something that marketing students or graduates must have heard hundreds of times.
Therefore, in this article we are going to see rcs data china market segmentation is , why it is important and what variables we can use to segment a market.
In addition to this, we will accompany everything with real examples so that you can understand what market segmentation is in marketing and what its importance is .
What is market segmentation?
In this article we will see:
What is market segmentation?
Why is it important to segment the market?
How does segmenting a market benefit us?
What are the market segmentation variables?
1) Demographic variables
2) Geographic variables
3) Psychographic variables
4) Behavioral variables
Considerations when segmenting
What is market segmentation?
To segment a market is to divide it into groups in order to establish a market strategy.
If we think of a company, we can talk about “grouping consumers” in order to better reach them in terms of the product we offer, the way we communicate it , the distribution we choose and the price we assign to it. This is what we call the marketing mix or the 4 Ps of marketing .
These consumer groups are internally homogeneous and externally heterogeneous . This means that all members of the same group have similar characteristics , but are very different from the members of another group or segment.
Let's look at some practical examples so that there are no doubts about what market segmentation is and why it is so fundamental in marketing.
Why is it important to segment the market?
Segmenting the market allows us to 100% adapt our marketing mix (product, price, place and promotion) to those segments that have their specific characteristics, also called “segmentation variables”. In this way, we will generate greater identification and adapt to consumers and their different realities.
This is where a key concept comes in: market segmentation , something that marketing students or graduates must have heard hundreds of times.
Therefore, in this article we are going to see rcs data china market segmentation is , why it is important and what variables we can use to segment a market.
In addition to this, we will accompany everything with real examples so that you can understand what market segmentation is in marketing and what its importance is .
What is market segmentation?
In this article we will see:
What is market segmentation?
Why is it important to segment the market?
How does segmenting a market benefit us?
What are the market segmentation variables?
1) Demographic variables
2) Geographic variables
3) Psychographic variables
4) Behavioral variables
Considerations when segmenting
What is market segmentation?
To segment a market is to divide it into groups in order to establish a market strategy.
If we think of a company, we can talk about “grouping consumers” in order to better reach them in terms of the product we offer, the way we communicate it , the distribution we choose and the price we assign to it. This is what we call the marketing mix or the 4 Ps of marketing .
These consumer groups are internally homogeneous and externally heterogeneous . This means that all members of the same group have similar characteristics , but are very different from the members of another group or segment.
Let's look at some practical examples so that there are no doubts about what market segmentation is and why it is so fundamental in marketing.
Why is it important to segment the market?
Segmenting the market allows us to 100% adapt our marketing mix (product, price, place and promotion) to those segments that have their specific characteristics, also called “segmentation variables”. In this way, we will generate greater identification and adapt to consumers and their different realities.