- ADAMS
- the essential factors in effective market segmentation—accessible, differentiable, actionable, measurable, and substantial
- affinity audience
- a group of potential customers who have interests or hobbies in common
- behavioral segmentation
- method of grouping customers by their behavior patterns or interactions with a brand
- buyer persona
- semi-fictional representation of an organization’s ideal customers based on data and research
- concentrated marketing
- marketing segmentation strategy in which the firm concentrates its efforts and resources on serving one segment of the market
- demographic segmentation
- grouping customers and potential customers together by focusing on certain traits such as age, gender, income, occupation, and family status
- determinant attributes
- those attributes of a product or service that consumers rely upon when making a purchase decision
- differentiated marketing
- marketing strategy that involves creating marketing campaigns that appeal to two or more different target audiences, demographics, or marketing segments
- differentiation positioning
- product/service positioning based on the differentiating characteristics or qualities that make an organization better than its competitors in the mind of the target audience
- firmographics
- a grouping of B2B customers based on shared company attributes; includes five categories: industry, location, size, legal structure, and performance
- geographic segmentation
- marketing strategy used to target products or services at people who live in or shop at a particular location
- head-to-head positioning
- directly competing with competitors on similar product attributes in the same market
- market segmentation
- the process of dividing a broad consumer or business market into subgroups based on shared characteristics
- micromarketing
- marketing strategy used on a targeted group of customers in a niche market
- multi-segment marketing
- marketing strategy in which the firm targets several different market segments simultaneously
- needs-based segmentation
- dividing the market up into smaller groups of people who have approximately the same needs
- perceptual map
- visual depiction of how target customers view and feel about a given brand or product
- positioning statement
- short description of an organization’s target market(s) and the product(s) provided to them
- product positioning
- the process of deciding and communicating how an organization wants its market to think and feel about a product or service
- psychographic segmentation
- dividing consumers into subgroups based on shared psychological characteristics, including beliefs, motivations, and priorities
- STP model
- three-step marketing framework in which an organization segments the market, selects target market(s), and positions its products or services
- target market
- group of people with some shared characteristics that a company has identified as potential customers for its products
- technographic segmentation
- organizing B2B prospects by their technology ownership and usage
- undifferentiated marketing
- also called mass marketing, a strategy that entails creating one message for an entire audience
- value-based segmentation
- evaluating groups of customers in terms of the revenue they generate and the costs of establishing and maintaining relationships with them