Criteria Necessary For A Market Segment: Market Segment Definition

A final consideration in determining the criteria necessary for a market segment is how you define a market segment.

Definitions Vary

Many marketing experts define a market segment like a target market. So when they refer to a market segment, they mean the target market for a specific campaign.

I use slightly different terminology that comes from my public relations background. Instead of referring to a specific market within the mass market as a segment, I refer to that market as a target market. Likewise, instead of using market segment to refer to a target market, I use it to refer to a demographic variable, from which psychographic and behavioral variables can be determined.

You may notice my different use of terms when reading my special report on my

Matrix Market Segmentation Process.

This process simplifies the market’s segmentation. It starts with facts
(demographics) that most business owners have about their markets and uses a systematic process to determine personality (psychographics) and behavioral characteristics.

It enables you to gather significant information about a target market without the technical skills, computer software and statistics required for so many other market segmentation processes.

By considering all the characteristics across different segments, you can determine four to five shared characteristics that will effectively communicate with and relate to members of the market segment.

You can get a copy of the special report, by completing the form below:

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