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15 cards from this deck
Focusing on specific market segments to meet their needs rather than trying to sell to everyone
Gain competitive advantage
Different customer groups have different needs
Increased sales and customer satisfaction
Attract with low-priced items, then sell more expensive ones
Less waste, lower cost, reaches target customers more often
Can become market leader even in small markets
Demographic segmentation
Clothing, hairdressing, magazines, toiletries, cosmetics
Toothpaste (children/adults), toys (different age groups)
Lexus, Bose
Aldi, Lidl, TK Maxx, Primark
Dividing market by area (country, continent, or local)
Affects preferences for cars, clothes, furnishings, leisure
Coca-Cola, McDonald's, Tesco
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