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Learning objective

Explain how businesses use segmentation to target customers.

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Topic

Segmentation

Subtopic

Types and use of segmentation

Aqa Gcse BusinessMarketing

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Quick explanation

Explain how businesses use segmentation to target customers

  • This point belongs to Segmentation, especially Types and use of segmentation.
  • You need to be able to explain how businesses use segmentation to target customers.
  • The key ideas to know are segmentation and target customers.
  • Use the linked flashcards and practice questions to check recall, then practise applying the idea in an exam-style answer.

Key concepts

segmentationtarget customers

Why it matters

This objective helps connect Types and use of segmentation to exam-style questions, flashcards, and revision notes for Segmentation.

Quick student answer

Explain how a small manufacturer could use geographic segmentation to target customers in a new region.

Direct answer

A small manufacturer might first collect data on regional demand, climate, and local competition. By dividing the market into geographic areas, they can identify a region where demand for their product is high and competition is low. They then tailor their distribution channels, pricing, and promotional messages to suit local preferences and logistical constraints, ensuring the product reaches the most receptive customers.

How it works

The answer shows that geographic segmentation involves analysing location-based factors, selecting a target region, and adapting marketing mix elements to that region.

Key terms

  • Target market: The specific group of consumers a business aims to reach with its products or services, chosen after analysing market segments.

Common trap

Mixing up segmentation and targeting: Segmentation identifies distinct groups; targeting is the subsequent decision to pursue one or more of those groups.

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