1. Social Media & Communications
Market Segmentation
Social Media & Communications
Lauren Taylor – Dardanelle High School

2. Market Segmentation
Demographics
Behavioral
Psychographic
Geographic
The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics.

3. 4 Types of Market Segmentation
Demographic Segmentation
Behavioral Segmentation
Psychographic Segmentation
Geographic Segmentation

4. Demographic Segmentation
Simplest and most widely used
Companies use this to get the right population using their products
Example: BMW targets a higher income bracket / Ford would be low-middle class

5. Behavioral Segmentation
The product is marketed based on the behavior of individual buyers
Uses a decision making pattern
Example: Dove soap purchased by younger buyers / Dial soap purchased by athletes
Used especially during Holidays > Buying patterns change before Christmas/Thanksgiving/Valentines

6. Psychographic Segmentation
Similar to behavioral segmentation
Uses lifestyle of people: their activities, interests, and opinions (known as AIO)
Example: Nike VS Under Armor

7. Geographic Segmentation
Divides people based on where they live
One company: Sells heating units in northern states and A/C units in southern states
Local Example: Dollar General – What have you noticed about their marketing plan lately?