To read this content please select one of the options below:

Please note you do not have access to teaching notes, market segmentation, targeting and positioning.

Sustainability Marketing

ISBN : 978-1-80071-245-4 , eISBN : 978-1-80071-244-7

Publication date: 5 May 2021

Sharma, R.R. , Kaur, T. and Syan, A.S. (2021), "Market Segmentation, Targeting and Positioning", Sustainability Marketing , Emerald Publishing Limited, Leeds, pp. 119-132. https://doi.org/10.1108/978-1-80071-244-720211009

Emerald Publishing Limited

Copyright © 2021 by Emerald Publishing Limited

We’re listening — tell us what you think

Something didn’t work….

Report bugs here

All feedback is valuable

Please share your general feedback

Join us on our journey

Platform update page.

Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

Questions & More Information

Answers to the most commonly asked questions here

  • Online Degree Explore Bachelor’s & Master’s degrees
  • MasterTrack™ Earn credit towards a Master’s degree
  • University Certificates Advance your career with graduate-level learning
  • Top Courses
  • Join for Free

What Is Market Segmentation? How It Works, Careers, and More

Discover how market segmentation helps you reach new customers. Find out about marketing jobs and market segmentation salaries.

[Featured Image] A marketing team is in a conference room to discuss market segmentation strategies.

What is market segmentation?

Market segmentation is when a business splits potential customers into groups based on shared characteristics. These characteristics include location, age, income, credit rating, usage rates, or buying habits. Market segmentation can help inform and create a marketing plan that meets the needs of a target audience instead of creating a one-size-fits-all marketing strategy.

Given that marketing, advertising, publicity, and promotion have begun to focus more on personalized marketing and retargeting, market segmentation is key to marketing success.

Market segmentation vs customer segmentation

In your research into market segmentation, you may come across a similar term: customer segmentation. The main difference between these approaches to segmentation is the following:

Market segmentation divides the market of potential customers into segments.

Customer segmentation divides your existing customer base into segments.

Read more: What Is Customer Segmentation? + How to Reach Customer Segments

Retargeting and personalized marketing

Knowing your market needs and reaching out to the right people at the right time may provide potential customers with what they want. Personalized marketing typically leads to higher conversion rates, reduced acquisition costs, and less wasted revenue on marketing efforts that aren’t productive.

Marketers are continuously searching for new opportunities to personalize their message. A powerful way to do this is through retargeting , also called remarketing . This strategy is used to target ads specifically at internet users who've previously interacted with your site, mobile app, or online content and thus may have some level of interest in your products.

Retargeting works by placing a cookie on a user's browser, which allows marketers to serve ads based on the pages that the user has visited. For example, if someone visits a city vacation destination on your website, it makes sense for you to show them city-based hotel advertisements on other channels that they see. Retargeting also allows you to get the right message to customers at the right time.

4 reasons why market segmentation is important

There are several benefits of market segmentation, including:

1. Increasing the efficiency of marketing campaigns

When specific subsets of customers are targeted, your marketing content can become more relevant and effective with the audience you are targeting.

2. Understanding your target market better

Market segmentation gives you a more complete picture of who your customers are. With real, actionable insights, you can focus your efforts on product differentiation, adjusting your products, services, or content to customers' needs.

Read more: What Is a Target Market? And How to Define Yours

3. Spending your marketing budget more effectively

With market segmentation, you can spend money on promoting products to segments that are more likely to buy from you. For example, if your product is expensive and designed for business users, you may not want to invest your budget on social media channels that appeal to teenagers.

4. Becoming more competitive

Market segmentation can build brand awareness and authority in your niche . Market segmentation can also help you identify gaps in the market and fill certain segments' unmet needs.

5 types of market segmentation

You can segment your market in several ways. As a marketer, you’ll need to decide which segmentation strategy works best for your business:

1. Behavioral segmentation

Behavioral segmentation groups consumers based on their use of or response to a product. Behavioral segments are typically difficult to identify because behavior is not always consistent over time. 

Example: Banking customers can be divided into segments like online banking users and those who use physical branches. Online banking products may then be more successful when marketed to a receptive group of online banking users. 

2. Attitudinal segmentation

Attitudinal segmentation categorizes potential customers based on their attitudes, beliefs, opinions, and values. Unlike behavioral segmentation, which is based on observable actions that consumers take, attitudinal segmentation focuses on the psychological and emotional aspects of how consumers behave.

Example: An eco-friendly company can market to consumers who prioritize sustainable products and practices.

3. Demographic segmentation

Demographic segmentation is a very common form of segmentation. Your market can be divided based on characteristics such as gender, family size, age, income, occupation, education level, and nationality. Generational segments and cultural segments can also be included in a demographic basis for segmentation.

Example : Diapers will likely sell best to families with infants and young children.

4. Geographic segmentation

Geographic segmentation groups consumers based on where they live. This could mean country (national marketing), state (regional marketing), city (local marketing), or neighborhood (micro-marketing). Firms that employ geographic segmentation may market differently to potential customers in specific areas to maximize the effectiveness of their marketing efforts.

Example : New Orleans marketing might mention the Saints and the term Big Easy.

5. Psychographic segmentation

Psychographic market segmentation is a system that groups consumers by their interests, opinions, and lifestyle perspectives. This system rests on the idea that people's psychological traits influence consumer behavior.

Example : Outdoor gear companies may choose to target people who consider themselves active, adventurous, and outdoorsy.

The market segmentation process

The segmentation process is an initial step in marketing your business. Once your market is split into segments, you can use appropriate marketing strategies to target these segments effectively. The steps involved in this process are as follows:

1. Define your market and the opportunity.

The first step is to define the boundaries of the market, such as a specific geographic area, an age group, or income level. Develop a clear picture of the products or services you offer and the type of consumers who might want to buy them. If you’re highly specific, you can build better segments.

2. Segment your market.

Split up the market you've identified into groups that share common characteristics, including behaviors, attitudes, demographics, location, beliefs, and more.

3. Research your market to understand it.

You need to develop a good understanding of each segment. Consumers in each may have different needs, wants, desires, and buying behaviors. Your research can involve surveys, or other types of research, such as focus groups and interviews.

4. Create your products and marketing strategy.

Once you have defined and researched each segment of target customers, you can develop the products and marketing strategies to best reach each group. Your strategy should tell you how each product fits into the market, what price to charge , what promotions to run, which channels to sell through (e.g., online vs. in person), and so on.

5. Test your marketing strategy.

Before launching a new product or marketing campaign, test it out with a small group of people from within that segment. Improvements can then be made before going ahead with a full launch. Honest feedback from consumers is important for a product’s success.

6. Get feedback and review your success.

After launching a new product or marketing campaign, collect customer feedback and review how successful it has been. Evaluate success based on sales volume, profit margins, and other key metrics. Make any necessary changes, and use the process again with future products or services.

Market segmentation strategies and their benefits

Market segmentation strategies allow you to create tailored messages that will resonate with your target audience. Here are three main ways that marketing segmentation strategies can help:

Adaptable prices

You may offer different prices to different groups based on location, demand, and income level. A good example is flexible airline pricing, where prices rise and fall based on who will travel and how much they are willing to pay. By changing your price based on the type of customer you're dealing with, you'll maximize profitability.

Personalized content and messaging

This form of segmentation involves delivering customized content to a particular audience based on their interests. An e-commerce website showing recommendations based on browsing history is an example of content personalization. Customers are more likely to engage with content relevant to their needs and interests.

Read more: How to Develop a Content Strategy: Step-By-Step Guide

Precision targeting

A precise target market is a specific subset of a larger market you can target with your marketing efforts. The precise targeting strategy involves narrowing down the larger market to a small, specific group of people who are likely to buy for similar reasons.

The precise targeting approach aims to improve conversion rates by carefully targeting prospects with similar characteristics and needs. Instead of casting a wide net, identifying and targeting specific segments helps you reach customers who are more likely to make a purchase.

How different jobs use market segmentation

Many marketing professionals use market segmentation in their work. Some have to carry out analysis themselves while others use the analysis provided by other professionals.

*All salary data is sourced from Glassdoor as of September 2023.

Product manager

Average annual base salary (US): $147,018 [ 1 ]

Product managers are responsible for defining and establishing a product’s product strategy, roadmap, and features. They are responsible for getting feedback from customers, gathering market intelligence, and using this information to guide their product decisions.

Read more: What Does a Product Manager Do? And How to Become One

Market segment manager

Average annual base salary (US): $177,097 [ 2 ]

Segment marketing managers deal with a particular segment of the market. For example, a bank might have one segment marketing manager who deals with small businesses and another with large enterprises. A segment marketing manager should understand the needs of the customer segment they are targeting and define what messaging and products will appeal to them.

Brand manager

Average annual base salary (US): $95,146 [ 3 ]

Brand managers are responsible for defining a brand's voice and managing its presence in the marketplace. This involves overseeing the content creation that communicates consistently with the brand's positioning and objectives. By forming different buyer personas, brand managers can develop specialized messaging for customers as part of the brand voice.

Read more: What Does a Brand Manager Do? Guide

Digital marketing manager

Average annual base salary (US): $89,929 [ 4 ]

Digital marketing managers are responsible for marketing products or services using digital channels, such as search engines, email, social media, and websites. Their primary focus is to drive specific types of people to the company website. Segmentation is important when planning pay-per-clicks, search engine optimization , and social strategies.

Read more: Digital Marketing: What It Is and How to Get Started 

Content marketing specialist

Average annual base salary (US): $55,957 [ 5 ]

Content marketing specialists create content, such as blog posts, videos, or podcasts that engages customers and supports a brand's message. These specialists have to understand how to segment customers based on what type of content they like. They can produce content for each customer segment that will catch their attention and make them more likely to buy from the brand.

Marketing analyst

Average annual base salary (US): $69,966 [ 6 ]

Marketing analysts collect data from customers' responses to different types of marketing. This data can help companies determine which segments are profitable, which need more attention, and which are no longer valuable.

Read more: Marketing Analytics: Definition, Benefits + Career Guide

Build marketing skills with Coursera

Develop or strengthen your marketing skills with any of these top-rated courses or Professional Certificates on Coursera:

For an introductory course, start with Wharton's Introduction to Marketing . In approximately 10 hours, you’ll learn about the fundamentals of marketing, including how to develop a marketing strategy and how to communicate that strategy.

To prepare for a career in marketing, try Google's Digital Marketing and E-Commerce Professional Certificate , where you'll learn about email marketing and marketing analytics, among other topics, and get job-ready for an entry-level marketing role in less than six months.

To enhance your marketing skills, explore Meta's Marketing Analytics Professional Certificate , where you'll learn how to sort, clean, and visualize data that can inform key marketing strategies.

Article sources

Glassdoor. “ Product Manager Salaries , https://www.glassdoor.com/Salaries/us-product-manager-salary-SRCH_IL.0,2_IN1_KO3,18.htm.” Accessed September 5, 2023.

Glassdoor. “ Segment Marketing Manager Salaries , https://www.glassdoor.com/Salaries/us-segment-marketing-manager-salary-SRCH_IL.0,2_IN1_KO3,28.htm?clickSource=searchBtn.” Accessed September 5, 2023.

Glassdoor. “ Brand Manager Salaries , https://www.glassdoor.com/Salaries/us-brand-manager-salary-SRCH_IL.0,2_IN1_KO3,16.htm?clickSource=searchBtn.” Accessed September 5, 2023.

Glassdoor. “ Digital marketing Manager Salaries , https://www.glassdoor.com/Salaries/us-digital-marketing-manager-salary-SRCH_IL.0,2_IN1_KO3,28.htm?clickSource=searchBtn.” Accessed September 5, 2023.

Glassdoor. “ Content marketing Specialist , https://www.glassdoor.com/Salaries/us-content-marketing-specialist-salary-SRCH_IL.0,2_IN1_KO3,31.htm?clickSource=searchBtn.” Accessed September 5, 2023.

Glassdoor. “ Marketing Analyst Salaries , https://www.glassdoor.com/Salaries/us-marketing-analyst-salary-SRCH_IL.0,2_IN1_KO3,20.htm?clickSource=searchBtn.” Accessed September 5, 2023.

Keep reading

Coursera staff.

Editorial Team

Coursera’s editorial team is comprised of highly experienced professional editors, writers, and fact...

This content has been made available for informational purposes only. Learners are advised to conduct additional research to ensure that courses and other credentials pursued meet their personal, professional, and financial goals.

ORIGINAL RESEARCH article

Super-resolution based methodology for self-supervised segmentation of microscopy images.

Vidya Bommanapally

  • University of Nebraska Omaha, Omaha, United States

The final, formatted version of the article will be published soon.

Select one of your emails

You have multiple emails registered with Frontiers:

Notify me on publication

Please enter your email address:

If you already have an account, please login

You don't have a Frontiers account ? You can register here

Data-driven Artificial Intelligence (AI)/ Machine learning (ML) image analyses approaches have gained a lot of momentum in analyzing microscopy images in bioengineering, biotechnology, and medicine. The success of these approaches crucially relies on the availability of high-quality microscopy images, which is often a challenge due to the diverse experimental conditions and modes under which these images are obtained. In this paper, we propose the use of recent ML-based image super-resolution (SR) techniques for improving the image quality of microscopy images, incorporating them into multiple ML-based image analyses tasks, and describe a comprehensive study, investigating the impact of SR techniques on the segmentation of microscopy images. The impacts of 4 Generative Adversarial Network (GAN)-and transformer based SR techniques on microscopy image quality are measured using 3 well-established quality metrics. These SR techniques are incorporated into multiple deep network pipelines using supervised, contrastive, and non-contrastive self-supervised methods to semantically segment microscopy images from multiple datasets. Our results show that the image quality of microscopy images has a direct influence on the ML model performance and that both supervised and self-supervised network pipelines using SR images perform better by 2%-6% in comparison to baselines not using SR. Based on our experiments, we also establish that the image quality improvement threshold range for the complemented Perception based Image Quality Evaluator(PIQE) metric can be used as a pre-condition by domain experts to incorporate SR techniques to significantly improve segmentation performance. A plug-and-play software platform developed to integrate SR techniques with various deep networks using supervised and self-supervised learning methods is also presented.

Keywords: super-resolution, image segmentation, Self-supervised learning, microscopy images, Image resolution

Received: 09 Jul 2023; Accepted: 15 Feb 2024.

Copyright: © 2024 Bommanapally, Abeyrathna, Ashaduzzaman, Subramaniam and Chundi. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

* Correspondence: Vidya Bommanapally, University of Nebraska Omaha, Omaha, United States Mahadevan Subramaniam, University of Nebraska Omaha, Omaha, United States

Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.

IMAGES

  1. Target Market Segmentation Research Paper

    research paper for market segmentation

  2. (PDF) A review of industrial market segmentation research and a

    research paper for market segmentation

  3. (PDF) Market Segmentation, Targeting and Positioning

    research paper for market segmentation

  4. (PDF) POSSIBILITIES OF MARKET SEGMENTATION BASED ON GEOGRAPHIC AND

    research paper for market segmentation

  5. (PDF) Market research and target market segmentation in Place Marketing

    research paper for market segmentation

  6. The Basis of Market Segmentation Essay Example

    research paper for market segmentation

VIDEO

  1. Market analysis

  2. IMAGE research using qualitative research week2 #marketresearch

  3. Paper session 9: Market-based approaches

  4. What is Market Research 🧐

  5. Woodfree Paper Market Report 2023

  6. Segment Anything

COMMENTS

  1. Market Segmentation, Targeting and Positioning

    In sum, this chapter explains the three stages of target marketing, including; market segmentation (ii) market targeting and (iii) market positioning. Discover the world's research...

  2. (PDF) Market Segmentation Analysis: Understanding It, Doing It, and

    Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful July 2018 License CC BY 4.0 Authors: Sara Dolnicar The University of Queensland Bettina Grün Wirtschaftsuniversität...

  3. B2B market segmentation: A systematic review and research agenda

    Research provides three rationales for the hurdles in the domain of B2B market segmentation: (1) the vast majority of the market segmentation literature deals with consumer markets ( Hutt and Speh, 2016Wilson, 1986 ); (2) industrial marketers have been slower to adopt market segmentation beyond mere traditional industry segments ( Clarke & Freyt...

  4. (PDF) Market Segmentation: Understanding It, Doing It ...

    ... Each of the segments represents a homogeneous group within a larger market (Smith, 1956). The segmentation criteria may be based on a single visitor's characteristics, a larger set of...

  5. Market Segmentation in Practice: Review of Empirical Studies

    Accordingly, the purpose of this paper is threefold: first, the identified empirical studies are assessed in terms of their methodological characteristics in order to establish the soundness of extant empirical evidence on firms' market segmentation practices.

  6. A review on customer segmentation methods for personalized ...

    A systematic review and research agenda for algorithmic customer segmentation Article Open access 06 July 2023 Customer Segmentation via Data Mining Techniques: State-of-the-Art Review Chapter © 2022

  7. B2B market segmentation: A systematic review and research agenda

    Research provides three rationales for the hurdles in the domain of B2B market segmentation: (1) the vast majority of the market segmentation literature deals with consumer markets (Hutt and Speh, 2016, Wilson, 1986); (2) industrial marketers have been slower to adopt market segmentation beyond mere traditional industry segments (Clarke & Freyta...

  8. PDF Market Segmentation and Performance: a Critical Review of The

    rather than simply describing market segmentation approaches, the emphasis will be on identifying key segmentation capabilities, which companies must develop in order to improve the outcomes they achieve from segmentation. Finally, the paper argues that market segmentation is comprised of five separate capabilities: segmentation research, segment

  9. Market Segmentation, Targeting and Positioning

    Market Segmentation, Targeting and Positioning - Author: Rishi Raj Sharma, Tanveer Kaur, Amanjot Singh Syan . Books and journals Case studies Expert Briefings Open Access. Publish with us Advanced search. To read this content please select one of the options below:

  10. PDF Market segmentation

    the focus of a significant part of the marketing research literature. The basic concept of segmenta-tion (as articulated, e.g. in Frank et al., 1972) has not been greatly altered. And many of the funda-mental approaches to segmentation research are still valid today, albeit implemented with greater volumes of data and some increased sophistica-

  11. Efficient customer segmentation in digital marketing using deep

    Ansari (Benbrahim, 2021) developed deep learning-based marketing customer segmentation. This paper performed market segmentation using self-organizing maps for business-to-business automation of markets in the United States. Their experimented results show the improved clustering performed and dimensionality reduction with SOM.

  12. PDF Market Segmentation Research: Beyond Within and Across Group Differences

    Market Segmentation Research: Beyond Within and Across Group Differences GREG ALLENBY* Ohio State University *Co-chairs, authors are listed alphabetically GERALDINE FENNELL* Consultant *Co-chairs, authors are listed alphabetically ALBERT BEMMAOR ESSEC VIJAY BHARGAVA Elan Consulting Group FRANCOIS CHRISTEN Wells Fargo Bank JACKIE DAWLEY

  13. Market Segmentation in Practice: Review of Empirical Studies

    Although segmentation decisions are critical for achieving differential advantage in an increasingly competitive marketplace, the empirical investigation of how segmentation decisions are actually conducted by firms in business practice has not been a major focus of extant research. Accordingly, the purpose of this paper is threefold: first, the identified empirical studies are assessed in ...

  14. (PDF) Approaches to Customer Segmentation

    Timothy L. Keiningham St. John's University, The Peter J. Tobin College of Business Abstract Customer segmentation has virtually unlimited potential as a tool that can guide firms toward more...

  15. The basis of market segmentation: a critical review of literature

    Abstract This article addresses the research question, what is the best method of consumer market segmentation. It deals with the issues that are already discussed by the researchers and also identifies the research gap for the further researches.

  16. [PDF] Market Segmentation Analysis

    Market Segmentation Analysis S. Dolnicar, B. Grün, F. Leisch Published 8 October 2020 Economics, Business This chapter defines market segmentation analysis, offers a few alternative segmentation approaches, and introduces the ten step process of market segmentation analysis. This chapter also introduces… Expand View via Publisher link.springer.com

  17. The basis of market segmentation: a critical review of literature

    It focuses on the definition, basis of market segmentation and issues related to market segmentation in detail. This research paper will provide information about the knowledge gap and will show a path for future research in the area of market segmentation…. core.ac.uk. Save to Library. Create Alert.

  18. What Is Market Segmentation? How It Works, Careers, and More

    Market segmentation is when a business splits potential customers into groups based on shared characteristics. These characteristics include location, age, income, credit rating, usage rates, or buying habits. Market segmentation can help inform and create a marketing plan that meets the needs of a target audience instead of creating a one-size ...

  19. Market segmentation in online platforms

    Volume 295, Issue 3, 16 December 2021, Pages 1025-1041 Decision Support Market segmentation in online platforms Franco Berbeglia a , Gerardo Berbeglia b , Pascal Van Hentenryck Add to Mendeley https://doi.org/10.1016/j.ejor.2021.03.056 Get rights and content • We build a trial-offer market model with social influence under the Mixed MNL. •

  20. Research Paper on Market Research and Market Segmentation ...

    Market segmentation is the research that determines how your organization divides its customers or cohort into smaller groups based on characteristics such as, age, income, personality traits...

  21. [PDF] Assessment of market segmentation, targeting and positioning

    An Analysis on the Conditions and Methods of Market Segmentation Shili Sun Business, Economics 2009 With the development of world economy, there are so many enterprises occur around the globe. Simultaneously, the business competition among them is becoming more and more fiercely and consumers are… Expand 35 [PDF]

  22. (PDF) Market Segmentation: Does it work?

    Market Segmentation: Does it work? Conference: 29th EuroCHRIE Conference, , October Authors: Kate Varini HES-SO Valais-Wallis Bartoli F. Abstract Hospitality firms are faced with an...

  23. Super-Resolution based Methodology for Self-Supervised Segmentation of

    In this paper, we propose the use of recent ML-based image super-resolution (SR) techniques for improving the image quality of microscopy images, incorporating them into multiple ML-based image analyses tasks, and describe a comprehensive study, investigating the impact of SR techniques on the segmentation of microscopy images.

  24. Global Corrugated Pallets Market Size is Estimated to Reach

    According to Straits Research, "The global corrugated pallets market size was valued at USD 1,380 million in 2021 and is estimated to reach an expected value of USD 2,110 million by 2030, at a ...

  25. North America Endoscopy Procedures Market Set for Expansion

    Report Attribute: Details: No. of Pages: 146: Forecast Period: 2022 - 2030: Estimated Market Value in 2022: 13.09 Billion: Forecasted Market Value by 2030: 22.61 Billion

  26. (PDF) Customer Segmentation Using Machine Learning

    244 Citations (9) References (15) ... Different machine learning techniques help in identifying spam, generating product recommendations [4], customer segmentation [5], recognizing and...