the division of consumer markets into meaningful and distinct customer groups
communicating a product or service message to as broad a group of people as possible with the purpose of positively influencing sales
a group of characteristics that is used to assign segment members
allocates consumers into groups based on their uses or responses to a product or service
divides the market into groups, based on variables such as are, gender, family size, family life cycle, income, occupation, education, religion, ethnicity, generation, nationality, and sexual orientation.
allocates consumers into groups, based on their product or service needs
assigns buyers into different groups, based on lifestyle, class, or personality characteristics.
considers what customers prefer and what motivates customer response to marketing activities.
the process of evaluating and selecting the most viable market segment to enter
optimizes the online advertising potential for brands
separates and targets several different market segments with a different product or service geared to each segment
serving a small but well-defined consumer
when a company treats the market as a whole, focusing on what is common to the needs of customers rather than on what is different.
the placement of a product or service offering in the minds of consumer targets
brand position statement
a summary of what a brand offers to the market
based on characteristics of the brands that stimulate sensory or emotional connections with customers
based on the attributes of products or services and their corresponding benefits and is intended to communicate how customers can solve problems or fulfill needs
defines the market, based on consumer perceptions of attributes of competing products
search engine optimization
the process of enhancing web site traffic through either organic or compensated means
based on characteristics of the brand that enhance the self-esteem of customers
unique selling proposition (USP)
an expression of the uniqueness of a brand