Segmentation

In the ACCA P3 exam you may be asked to create a strategy and part of your strategy might be to differentiate your product or service depending on who is buying it.  This is segmentation.

Segments can be general such as male or female, or they can be quite specific such as the DINKY segment (Dual Income No Kids Yet) which indicates a couple with relatively high disposable income.

An interesting way to discover various types of segments is to look at dating websites.

http://www.marriedsecrets.com/ is for married people looking to have an affair.

http://www.uniformdating.com/ is for people who wear a uniform for work or want to date someone who wears a uniform.

http://www.heavenlyhearts.com.au/ is for Australians wanting to marry Eastern Europeans.

http://www.aish.com/d/ is for Jews.

http://www.12meetsenior.com/s/ is for those from a senior generation.

http://www.planetromance.cz/ for dating Czech ladies.

There are many more, and many target specific segments.

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