44 3.4 Segmentation Decisions
Learning Objectives
Now that you’ve learned about common segmentation approaches, how do you know when to apply them? When is geographic segmentation a better fit than demographic segmentation? When should you consider using both at the same time?
It comes down to your marketing goals: What are you trying to achieve?
This section explains the process of aligning your goals with your segmentation approach and target market.
Learning Activities
- Reading: Choosing a Segmentation Approach and Target Segments
- Case Study: eHarmony