#4 Market Segmentation

#4 Identify and describe characteristics of classifications of market segmentation (such as demographics, psychographics, and geographics); analyze multiple case studies to draw conclusions and write a narrative explaining the benefits of segmentation for consumer messaging.

Grouping the Class by Segments

Girls v. Guys
by grade
Little Caesars v Dominos

Today we will be talking about how businesses use market segmentation to break down potential consumers to be able to make their promotion and communication dollars more impactful.

Read pages 44-48

Read and discuss the different ways to segment markets:

Demographics
Geographics
Psychographics
Behaviors

On your own paper answer the following questions:

1. What demographic factors do companies take into account when marketing products such as jeans?
2. Looking at the picture at the top of page 44, What do you think is going through this teen's mind while looking at the stacks of jeans?
3. Who is included in the baby boom generation?
4. Why do you think humor is successful when marketing to Generation X?
5. What are some products that are segmented by gender?  
6. Marketers of what types of products are most likely to see drops in their sales during tough economic times?
7. How do you think that fact that people are marrying at a later age might affect their purchases?
8. List 5 ways that markets can be segmented geographically?
9. A company sells goose down ski jackets.  How might geographic segmentation help marketers best reach potential customers?
10. Why do marketers want to couple psychographics with demographics?
11. Do you think it's easier for a marketer to determine consumers' geographics or their psychographics? Why? 
12. How are ads aimed at individuals' physiological needs different from those aimed at indivduals' needs for love and belonging?

Write it Out

Write a one-paragraph narrative explaining the benefits of segmentation for consumer messaging.