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Segmentation
Study why businesses split markets into customer groups.
2
Objectives
4
Flashcards
4
Questions
36 min
Study time
AqaGcseBusinessMarketing
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Syllabus checklist
What you need to know
2 objective pages available
Types and use of segmentation2 objectives
- Explain how businesses use segmentation to target customers.
- Explain why businesses segment by gender, age, location and income.
Key terms
Target market
Exam tips
- Answering short answer questions efficiently: Plan your answer with a brief introduction, two or three key points, and a concluding sentence.
- Link segmentation variables to real business contexts: When answering, give a concrete example of how gender, age, location or income influences marketing decisions.
Common mistakes
- Mixing up segmentation and targeting: Segmentation identifies distinct groups; targeting is the subsequent decision to pursue one or more of those groups.
- Treating a segment as a homogeneous group: Recognise intra‑segment variation and consider sub‑segmentation or individual differences.
Practice preview
- Which of the following best describes the purpose of segmentation in marketing?
- Explain how a small manufacturer could use geographic segmentation to target customers in a new region.
- Which of the following is a primary reason businesses segment markets by gender, age, location and income?
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