What is geographic segmentation? Briefly explain why consumer goods companies take a geographic approach to marketing.
What will be an ideal response?
Answers will vary. Geographic segmentation refers to segmenting markets by region of a country or the world, market size, market density, or climate. Market density means the number of people within a unit of land, such as a census tract. Climate is commonly used for geographic segmentation because of its dramatic impact on residents' needs and purchasing behavior.Consumer goods companies take a regional approach to marketing because firms continually need to find ways to grow. For example, Target's growth strategy includes opening smaller stores in urban locations such as San Francisco; Chicago; Washington, DC; and New York City. These stores are designed to provide quick-trip shopping, customized product assortments, and services tailored to customers living in large cities.
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