Marketing segmentation divides potential customers into groups based on geographic, demographic, psychographic, and behavioral factors. There are four main types of segmentation: geographic looks at where customers live; demographic considers attributes like age, income, family size; psychographic examines personality, values, attitudes; behavioral analyzes purchasing patterns. Effective targeting selects the right segments to focus on and determines how many products to offer in each segment. Positioning concepts can be functional to solve problems, symbolic for self-image, or experiential to provide sensory experiences.
