TARGET MARKET
SERM #41
TARGET MARKET
…a specific group of people
that a business wants to reach
MARKETING SEGMENTATION
 Market Segmentation: “dividing the total market into
smaller groups of people who share specific needs &
characteristics”
MARKET SEGMENTATION
Demographics – personal characteristics
Geographics – where people live
Psychographics – lifestyle (attitudes/values)
Geographic
Demographic
Psychographic
CONSUMER
DEMOGRAPHICS
Demographics: “statistics that describe a
population in terms of personal characteristics”
 Age
 Race
 Gender
 Income level
Used to describe Target Market
GEOGRAPHICS
Geographics: “based on where people in the
market live”
 Local
 Regional
 National
 Global
PSYCHOGRAPHICS
 Psychographics: “studies of consumers based on social
& psychological characteristics”
 Attitudes
 Values
 Lifestyles
ACTIVITY
 Describe the Target Market for your Fantasy Football
team
 Be specific
 Consider:
 Demographics
 Geographics
 Psychographics
 Answer break-out questions