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15 cards from this deck
Dividing customers into distinct groups by shared characteristics & buying behaviours
Specific group of buyers with similar traits & shopping patterns
Age groups and gender
Income levels and socio-economic groups
Location-based customer differences
Customers' interests, values and activities
Better understanding of what different customer groups want
Create unique products for specific customer segments
Concentrate efforts on most profitable customer groups
More relevant advertising & promotional campaigns
Position clearly in minds of target customers
Targeting multiple groups requires more resources
Focusing too narrowly overlooks other profitable groups
Customer lifestyles & preferences evolve over time
Provides accurate, up-to-date customer information
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