DEFINE; MARKET 
                  SEGMENTATION
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     MARKET SEGMENTATION
     “Market segmentation is the process brands use to 
     divide their target market into smaller segments of 
     people that share common characteristics to 
     optimize their marketing, advertising and sales 
     efforts” (Tow, 2019, sec. 1). 
     “Market segmentation creates subsets of a market 
     based on demographics, needs, priorities, common 
     interests, and other psychographic or behavioral 
     criteria used to better understand the target 
     audience” (What is Market Segmentation, 2017, par. 
     1).                                                                   3
              THE BASICS 
                 OF 
              SEGMENTATI
                 ON 
        Types of Market Segmentation
        (What Is Marketing Segmentation, 2017, sec. 2)
                                                While typically a subset of 
                                                demographics, geographic                                          Demographic segmentation sorts a 
                                            segmentation is typically the easiest.                                market by demographic elements 
                                             Geographic segmentation creates                                       such as age, education, income, 
                                              different target customer groups                                   family size, race, gender, occupation, 
                                             based on geographical boundaries.                                   nationality, and more. Demographic 
             Geographic Segmentation         Because potential customers have    Demographic Segmentation        segmentation is one of the simplest 
                                           needs, preferences, and interests that                               and most used forms of segmentation 
                                            differ according to their geographies,                              because the products and services we 
                                              understanding the climates and                                     buy, how we use those products, and 
                                              geographic regions of customer                                     how much we are willing to spend on 
                                            groups can help determine where to                                      them is most often based on 
                                            sell and advertise, as well as where to                                    demographic factors.
                                                  expand your business.
                                             Firmographic segmentation is like                                     Behavioral segmentation divides 
                                              demographic segmentation. The                                      markets by behaviors and decision-
                                            difference is that demographics look                                  making patterns such as purchase, 
                                           at individuals while firmographics look                              consumption, lifestyle, and usage. For 
                                               at organizations. Firmographic                                   instance, younger buyers may tend to 
            Firmographic Segmentation          segmentation would take into       Behavioral Segmentation          purchase body wash, while older 
                                             consideration things like company                                   consumer groups may lean towards 
                                            size, number of employees and would                                    soap bars. Segmenting markets 
                                              illustrate how addressing a small                                  based off purchase behaviors enables 
                                            business would differ from addressing                               marketers to develop a more targeted 
                                                an enterprise corporation.                                                  approach.
                                                                                  Psychographic segmentation 
                                                                               considers the psychological aspects 
                                                                                of consumer behavior by dividing 
                                                                                 markets according to lifestyle, 
                                                                               personality traits, values, opinions, 
                                              Psychographic Segmentation        and interests of consumers. Large 
                                                                               markets like the fitness market use 
                                                                               psychographic segmentation when 
                                                                                 they sort their customers into 
                                                                               categories of people who care about 
                                                                                  healthy living and exercise.
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      Examples of Market Segmentation Using Victoria’s Secret
       • Demographic/Firmographic
       Victoria’s Secret deals in designing and marketing women lingerie and beauty products. They 
       focused on women and “women” is the primary market segment in their marketing strategy. 
       Victoria’s Secret is also segmenting their target market with product differentiation as PINK 
       for teenage girls.
       • Geographic
       Victoria’s lingerie brand is operating in almost 75 countries with 1000 stores globally. The way 
       they market their products vary depending on the country.
       • Psychographic
       Victoria’s Secret is segmented its customer based on women personality and self-confidence. 
       Todays’ Female Personality traits Victoria is targeting include looking sexy, fashionable, trying 
       new looks and styles and open minded.
       • Behavioral
        A lot of consumers purchase Victoria’s Secret lingerie product line for its prestige. 
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