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What is Market Segmentation

Chapter 14
Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption
The process of dividing potential consumers into groups based on different characteristics.
Published in Chapter:
The Social Marketing Campaign by Greenpeace Mediterranean Against Broiler Chicken Consumption
B. Pınar Özdemir (Ankara University, Turkey)
Copyright: © 2018 |Pages: 15
DOI: 10.4018/978-1-5225-4757-0.ch014
Abstract
Turkey's first encounter with social marketing began in the 1960s from which time the field has been dominated by public institutions, although during the 1990s non-governmental organisations started running some social marketing campaigns. This chapter analyses Turkey's first campaign concerning animal products for human consumption called “We Don't Swallow!” which was undertaken by an environmental non-governmental organisation (NGO) called Greenpeace Mediterranean. The campaign is analysed in terms of the basic concepts of social marketing (problem definition, objectives, exchange, competition, audience segmentation and marketing mix). An attempt is made to establish an understanding of how a NGO sought to affect its target audience's behaviour in relation to the origin of the meat they consumed. The chapter considers how “brand attack” works as a social marketing strategy and explores the possibilities that new communication technologies offer for social marketing.
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Chapter 7
Consumer Shopping Orientations and Online Purchases of Rural Tourism Services
Identifying groups of similar customers at the market for facilitating adequately approaching them.
Published in Chapter: Consumer Shopping Orientations and Online Purchases of Rural Tourism Services; From: Handbook of Research on Agricultural Policy, Rural Development, and Entrepreneurship in Contemporary Economies
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Chapter 160
Cluster Analysis Using Rough Clustering and K-Means Clustering
Market segmentation is a central concept in marketing theory and practice, and involves identifying homogeneous sub-groups of buyers within a heterogeneous market. It is most commonly conducted using cluster analysis of the measured demographic or psychographic characteristics of consumers. Forming groups that are homogenous with respect to these measured characteristics segments the market.
Published in Chapter: Cluster Analysis Using Rough Clustering and K-Means Clustering; From: Encyclopedia of Information Science and Technology, Third Edition
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Chapter 85
Mobile Telephony as a Universal Service
The process of classifying a collection of consumers into distinct sub-groups (segments) that behave in similar manners, share the same characteristics, or have similar needs.
Published in Chapter: Mobile Telephony as a Universal Service; From: Encyclopedia of E-Business Development and Management in the Global Economy
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Chapter 2
Assessing the Mediating Role of Destination Image on the Perceived Value and Satisfaction of People With Disabilities
The process of dividing a larger market into smaller subgroups or segments based on shared characteristics, needs, or behaviors. In the context of accessible tourism, market segmentation may involve identifying specific groups of people with disabilities who have unique needs and preferences.
Published in Chapter: Assessing the Mediating Role of Destination Image on the Perceived Value and Satisfaction of People With Disabilities; From: Exploring Niche Tourism Business Models, Marketing, and Consumer Experience
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Chapter 8
Ingredient Branding Strategy to Improve Brand Attitude for Chinese Brands Suffering From Country-of-Origin Effect in Foreign Markets: An Empirical Study on BYD Tang Electric Vehicle Model
The process of dividing a market into smaller groups of consumers with similar needs, preferences, and behavior, in order to tailor marketing strategies and products to each segment.
Published in Chapter: Ingredient Branding Strategy to Improve Brand Attitude for Chinese Brands Suffering From Country-of-Origin Effect in Foreign Markets: An Empirical Study on BYD Tang Electric Vehicle Model; From: Origin and Branding in International Market Entry Processes
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Chapter 29
Battle for Value: Wargaming for Business, Non-Profit, and Government Strategy Development
Segmentation offers a way to look at your customers, grouping them by demographic, geographic, psychographic, or other means. Often a company is successful when they view their customers (or potential customers) through a different lens.
Published in Chapter: Battle for Value: Wargaming for Business, Non-Profit, and Government Strategy Development; From: Handbook of Research on Serious Games as Educational, Business and Research Tools
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Chapter 116
Product Offer and Pricing Personalization in Retail Banking
Process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics.
Published in Chapter: Product Offer and Pricing Personalization in Retail Banking; From: Encyclopedia of Data Science and Machine Learning
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Chapter 183
Revenue Management in the Hotel Industry
A marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs (and/or common desires) as well as common applications for the relevant goods and services.
Published in Chapter: Revenue Management in the Hotel Industry; From: Encyclopedia of Business Analytics and Optimization
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Chapter 16
Market Segmentation and Dark Tourism and the (Post) Pandemic Scenario
Is the process of dividing a target market into smaller, more defined categories. It segments customers and audiences into groups that share similar characteristics such as demographics, interests, needs, or location.
Published in Chapter: Market Segmentation and Dark Tourism and the (Post) Pandemic Scenario; From: Handbook of Research on Green, Circular, and Digital Economies as Tools for Recovery and Sustainability
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Chapter 2
Impact of Artificial Intelligence on Marketing Research: Challenges and Ethical Considerations
The process of dividing a market into smaller groups of consumers with similar needs or characteristics.
Published in Chapter: Impact of Artificial Intelligence on Marketing Research: Challenges and Ethical Considerations; From: Philosophy of Artificial Intelligence and Its Place in Society
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Chapter 91
Cluster Analysis Using Rough Clustering and k-Means Clustering
A central concept in marketing theory and practice; involves identifying homogeneous sub-groups of buyers within a heterogeneous market. It is most commonly conducted using cluster analysis of the measured demographic or psychographic characteristics of consumers. Forming groups that are homogenous with respect to these measured characteristics segments the market.
Published in Chapter: Cluster Analysis Using Rough Clustering and k-Means Clustering; From: Encyclopedia of Information Science and Technology, Second Edition
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Chapter 6
THEIA: Thermal Insulation – A Business Strategy
It is the process of splitting a wide consumer or business market, usually encompassing existing and potential customers, into sub-groups of consumers (identified as segments) based on some type of common characteristics.
Published in Chapter: THEIA: Thermal Insulation – A Business Strategy; From: Cases on Digital Strategies and Management Issues in Modern Organizations
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Chapter 7
Business Strategic Chess
Dividing global demand into a small number of groups sufficiently homogeneous in terms of behavior, needs, and motivations and sufficiently heterogeneous to each other to justify differentiated marketing policies.
Published in Chapter: Business Strategic Chess; From: Promoting Value Creation Through Organizational Effectiveness and Development
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Chapter 2
Segmenting the Retail Customers: A Multi-Model Approach of Clustering in Machine Learning
The practice of dividing the market into distinct segments of customers with distinct requirements, desires, or characteristics—who may benefit from goods or services tailored specifically to them ( Grewal & Levy, 2020 ).
Published in Chapter: Segmenting the Retail Customers: A Multi-Model Approach of Clustering in Machine Learning; From: Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era
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Chapter 2
Behavior of Older Consumers in the Digital Age and Creating Marketing Strategies: Mature Population as Part of Customer 4.0
The division of the market into homogeneous groups of potential customers according to certain characteristics.
Published in Chapter: Behavior of Older Consumers in the Digital Age and Creating Marketing Strategies: Mature Population as Part of Customer 4.0; From: Handbook of Research on Economic and Social Impacts of Population Aging
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Chapter 5
Rose-Patisserie and Coffee House: Business Development Alternatives
It is the process of splitting a wide consumer or business market, usually encompassing existing and potential customers, into sub-groups of consumers (identified as segments) based on some type of common characteristics.
Published in Chapter: Rose-Patisserie and Coffee House: Business Development Alternatives; From: Cases on Digital Strategies and Management Issues in Modern Organizations
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Chapter 15
Inside the Small Island Economies: Loyalty Strategies in the Telecommunications Sector
The process of identifying a group of present or potential customers according to a set of characteristics which are relevant to a supplier’s marketing stimuli.”
Published in Chapter: Inside the Small Island Economies: Loyalty Strategies in the Telecommunications Sector; From: Handbook of Research on Global Business Opportunities
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Chapter 7
The Luxury Market in the Fashion Industry: A Conceptual Segmentation
The approach of dividing a holistic market into specific segments according to determined criteria. Diverse forms of market segmentation are distinguished, either segmenting according to customers (e.g., geographic location or demographic characteristics), to companies or to industries.
Published in Chapter: The Luxury Market in the Fashion Industry: A Conceptual Segmentation; From: Handbook of Research on Global Fashion Management and Merchandising
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