Segmentation

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8 Terms

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Individual characteristics

reflect traits, attitudes, habits.

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Consumers

have motives for purchasing products.

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total market

A characteristic of individuals, groups, or organizations that is used to divide a(n) into segments.

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lifestyle segmentation

Is a combination of geographic, demographic, and .

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Segmentation Variable

A characteristic of individuals, groups, or organizations that is used to divide a total market into segments. Can be single or multiple.

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Market Segment

A subgroup of people or organizations sharing one or more characteristics that cause them to have relatively similar product needs.

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Market Segmentation

The process of dividing a market into meaningful groups that are relatively similar and identifiable.

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Bases for Segmenting the Consumer Markets

Geographic, Demographic, Psychographic, Benefits, Usage Rate