Chapter 6 — Marketing Segmentation and Targeting

Learning Outcomes

After completing this chapter, learners will be able to:

Explain why segmentation is essential for customer-centric marketing strategy.
Describe major segmentation frameworks and their application in global markets.
Analyze behavioral, psychographic, demographic, geographic, and firmographic segmentation.
Evaluate how analytics, clustering, and AI tools improve segmentation accuracy.
Apply responsible targeting strategies that align with brand positioning and ethics.