Marketing Ch 9 Vocabulary
1. Geographic Segmentation: Organizes customers into groups on the basis of
where they live.
2. Demographic Segmentation: Groups consumers according to easily measured
objective characteristics such as age, gender, income, and education.
3. Psychographic Segmentation: Delves into how consumers actually describe
themselves
4. Psychographics; Studies how people self-select, as it were, based on the
characteristics of how they choose to occupy their time (behavior) and what
underlying reasons determine their choices
5. Self-Values: Are goals in life, not just goals one wants to accomplish in a day.
6. Self-concept: is the image people ideally have of themselves.
7. Lifestyles: The third component of people’s psychographic makeup, are the
ways we live.
8. Values and Lifestyle Survey (VALS): It examines the intersection of
psychology, demographics, and lifestyles.
9. Benefit Segmentation: Groups consumers on the basis of the benefits they
derive from products or services.
10. Behavioral Segmentation: Divides customers into groups on the basis of how
