Market Segmentation | Map your market. Choose your customers.

Module length: 1 hr 32 mins

Readings: 3

Study time: 2 hrs

All your customers are different. So should you treat them all the same, or try to serve each one individually? Market segmentation is how you answer that question.

In Module 3, you'll learn to read your market like a map: identifying where the distinct groups are, what they want, and – just as importantly – which ones you're not going to pursue. That clarity is the foundation of every good market segmentation strategy.

One of Mark Ritson's most important arguments is that the ‘right’ answer isn't mass marketing or precision targeting – it's understanding your segments well enough to know when to concentrate your effort and when to go broad. Module 3 is where that thinking begins.

What you’ll learn

What market segmentation really means and why it's one of the most enjoyable, high-impact stages of the marketing process
How to use data from Module 2 to identify and map the distinct groups within your market
The main types of market segmentation: including behavioural segmentation and firmographic segmentation for B2B contexts
How to build a market segmentation strategy that provides clear direction, not just a pretty diagram
Why choosing who not to target is just as strategically important as choosing who to go after
The case for sophisticated mass marketing and when broad targeting is actually the smarter strategic choice