Answer to Question 1
In psychographic segmentation, marketers try to group customers by variables such as social class, personality, or their approach to life. For example, an auto company might direct advertising for a sports car to customers who are gregarious and have a high need for achievement. Demographic segmentation uses information about age, gender, family size, income, education, religion, or ethnicity to group customers. Demographic variables are frequently used by traditional marketers because research has shown that customers need for and usage of products are strongly related to these types of variables.
Answer to Question 2
In the early 1990s, firms began identifying smaller and smaller market segments for specific advertising and promotion efforts. This practice of targeting very small market segments is called micromarketing. However, the low cost per viewer of traditional mass media advertising campaigns becomes much higher when mass media methods are used to target very small market segments. This cost increase hampered the success of micromarketing strategies.
Segmentation.
Image of pitcher plant mosquito Wyeomyia smithii, showing segmentation and partial anatomy of circul
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