### 날짜 : 2023-11-10 09:17 ### 주제 : 2.3 Market Segmentation #마케팅 #공부 ---- ### **2.3 Market Segmentation** Market segmentation is a crucial strategy in marketing that involves dividing a larger market into smaller, distinct groups or segments based on shared characteristics or needs. This approach allows businesses to tailor their marketing efforts to specific customer groups, making their products or services more relevant and appealing. Here's a deeper dive into market segmentation: 1. **Why Market Segmentation Matters:** - **Relevance:** Customers within a segment share similar needs, preferences, and behaviors. Segment-specific marketing ensures that messages resonate with the target audience. - **Efficiency:** Resources are allocated more efficiently when marketing efforts are directed toward the most receptive segments. - **Competitive Advantage:** Effective segmentation can lead to a competitive edge by offering products or services that better meet the needs of specific customer groups. 2. **Types of Market Segmentation:** - **Demographic Segmentation:** Dividing the market based on demographic factors such as age, gender, income, education, and family size. For example, a company may target young adults or families with children. - **Psychographic Segmentation:** Segmentation based on lifestyle, values, attitudes, and interests. This approach delves into the psychological aspects of consumer behavior and helps create brands and products that align with consumers' values. - **Geographic Segmentation:** Segmenting based on geographic factors like region, country, city size, climate, or population density. Geographic segmentation is useful for products that have regional variations or climate-specific needs. - **Behavioral Segmentation:** Dividing the market based on consumer behaviors, such as usage patterns, brand loyalty, purchase frequency, or benefits sought. Behavioral segmentation helps identify different buying behaviors and tailor marketing strategies accordingly. 3. **Targeting and Positioning:** - After identifying market segments, businesses need to select target segments. Targeting involves evaluating the attractiveness of each segment and selecting the ones that align with the company's goals and resources. - Positioning involves creating a distinct brand image or perception in the minds of the target audience. Effective positioning helps consumers understand why a product or service is superior or unique within its segment. 4. **Segmentation Variables and Criteria:** - When choosing segmentation variables, it's essential to consider criteria like measurability, accessibility, substantiality, and actionability. Segments should be distinct, reachable, and worth pursuing. 5. **Market Research in Segmentation:** - Conducting market research is integral to successful segmentation. Businesses need to gather data to identify customer characteristics, behaviors, and preferences that align with the chosen segmentation criteria. 6. **Examples of Segmentation:** - For instance, an automobile manufacturer may use demographic segmentation to target young professionals with smaller, fuel-efficient cars and families with larger, family-friendly vehicles. - A fashion retailer might use psychographic segmentation to create distinct product lines for fashion-forward trendsetters and environmentally conscious shoppers. - A fast-food chain might use behavioral segmentation to offer promotions to frequent customers while providing healthier options for health-conscious consumers. 7. **Challenges in Segmentation:** - While segmentation offers many benefits, it's not without challenges. Over-segmentation can lead to resource fragmentation and inefficient marketing efforts. Businesses must strike the right balance between segmentation and broad appeal. Market segmentation is a dynamic process that allows businesses to adapt to changing consumer needs and market dynamics. When done effectively, it enables companies to create tailored marketing campaigns, products, and services that resonate with their target audience, ultimately driving business growth and success. ### 출처(참고문헌) - ### 연결문서 -