Ch. 8 - Segmenting and Targeting Markets

Segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers, who have common needs and priorities, and then designing and implementing strategies to target them. Segmentation breaks into geographic, demographic, psychographic and behavioral.

PetSmart Geographic: Any region/country and any climate.

PetSmart Demographic: People who have pets in any age, gender, family size, income, occupation and race.

PetSmart Psychographic: Any of  social class, lifestyle, or personality characteristics

PetSmart Behavioral: Any who love their animals

The Target Markets, are a group of people or orgs for which an org designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges. For PetSmart is people who have pets with medium to high income and love and care towards their pets.