What are the different levels of market segmentation?

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pohnpei397 | College Teacher | (Level 3) Distinguished Educator

Posted on

In terminology that I am familiar with, there are four levels of market segmentation.

At the highest level is mass marketing.  This is where you do things like buying ads on national TV broadcasts or in major newspapers.  It is aimed at the whole population

Second, there is niche marketing where you try to reach a certain segment of the population.  This can be done by putting ads on certain websites or in certain magazines that appeal mostly to the group you want to reach.

Third, there is local marketing.  This refers to marketing your product only to people in a certain geographic location.

Finally, there is individual marketing.  This is where a seller tries to sell a good or service that is specifically tailored to the needs of the individual customer.

The eNotes summary refers to "segmentation bases" which is different from what I think of as levels of segmentation.  Follow the eNotes link to see a discussion of segmentation bases.

claramolee100's profile pic

claramolee100 | (Level 1) Honors

Posted on

hi friend i don't know more about this,in the present situation the marketing field face a cut throat competition.Each and every second the custemers taste and preferences will change.so the marketting field face more competitions.they must have the knowledge about consumers needs and wants.what type of goods is consumer expecting.

claramolee100's profile pic

claramolee100 | (Level 1) Honors

Posted on

hi friend i don't know more about this,in the present situation the marketing field face a cut throat competition.Each and every second the custemers taste and preferences will change.so the marketting field face more competitions.they must have the knowledge about consumers needs and wants.what type of goods is consumer expecting.

claramolee's profile pic

claramolee | (Level 3) eNoter

Posted on

In order to adapt to this consumer reality, our segmentation (and subsequently, our products and services, our advertising and so on) should be formulated not according to groups of people, but according to motivations and uses. Note that when I refer to "uses" I mean, among other things, psychological uses, such as mood control, self-esteem enhancement, and fantasy support, and I also mean social uses, such as signaling others things like group affiliation, specific atmospheres, or impression control. The new method is called "Contextual Segmentation": segmentation according to contexts of purchasing or using/consuming.

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