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Geographic Segmentation

Geographic segmentation involves dividing the market into specific geographical units to tailor marketing efforts to local customer needs. Examples include segments like Young Digerati, Beltway Boomers, The Cosmopolitans, and Old Milltowns, each characterized by distinct demographics and lifestyles. This approach allows companies to engage in grassroots marketing by connecting personally with individual customers in targeted areas.

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18 views1 page

Geographic Segmentation

Geographic segmentation involves dividing the market into specific geographical units to tailor marketing efforts to local customer needs. Examples include segments like Young Digerati, Beltway Boomers, The Cosmopolitans, and Old Milltowns, each characterized by distinct demographics and lifestyles. This approach allows companies to engage in grassroots marketing by connecting personally with individual customers in targeted areas.

Uploaded by

Diana Aira Corsat
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

Geographic segmentation divides the market into geographical units such as nations, states, regions,

counties, cities, or neighborhoods. The company can operate in one or a few areas, or it can operate in
all but pay attention to local variations. In that way it can tailor marketing programs to the needs and
wants of local customer groups in trading areas, neighborhoods, even individual stores. In a growing
trend called grassroots marketing, such activitiesactivities concentrate on getting as close and personally
relevant to individual customers as possible.

Example for PRIMZ

Young Digerati. Young Digerati are the nation’s tech-savvy singles and couples living in fashion- able
neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, they live in areas
typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual
restaurants, and all types of bars—from juice to coffee to microbrew.

Beltway Boomers. One segment of the huge baby boomer cohort—college-educated, upper- middle-
class, and home-owning—is Beltway Boomers. Like many of their peers who married late, these
boomers are still raising children in comfortable suburban subdivisions and pursuing kid-centered
lifestyles.

The Cosmopolitans. Educated, midscale, and multiethnic, The Cosmopolitans are urbane couples in
America’s fast-growing cities. Concentrated in a handful of metros—such as Las Vegas, Miami, and
Albuquerque—these households feature older home owners, empty nesters, and college graduates. A
vibrant social scene surrounds their older homes and apartments, and residents love the nightlife and
enjoy leisure-intensive lifestyles.

Old Milltowns. Once-thriving mining and manufacturing towns have aged—as have the residents in Old
Milltowns communities. Today, the majority of residents are retired singles and couples, living on
downscaled incomes in pre-1960 homes and apartments. For leisure, they enjoy gardening, sewing,
socializing at veterans clubs, and eating out at casual restaurants.

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