Intro to Business › Section K · Products and pricing › Topic K.5
Market segmentation
No product pleases everyone. Segmentation splits a market into groups with similar needs, so a firm can choose the groups it serves best and speak to each in a way that lands.
In this topic
- Why divide a market
- Demographic and geographic segmentation
- Psychographic, benefit and volume segmentation
- Worked example: who really drives sales?
- Segmenting business markets
- What makes a segment worth targeting
- Targeting strategies
- Worked example: choosing a target
- Positioning and perceptual maps
- Researching segments
- Common mistakes to avoid
- Key takeaways
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