Description
The process whereby a target market is divided into specific sets of consumers for further market analysis.
Alternative labels
customer segmentation process
segmentation of customers
market fragmentation
customers’ segmentation
Skill type
knowledge
Skill reusability level
cross-sector
Relationships with occupations
Essential knowledge
Customer segmentation is an essential knowledge of the following occupations:
ICT presales engineer: ICT presales engineers actively drive and manage the ICT evaluation stage of the sales process, working in conjunction with the sales team. They provide technical guidance to pre-sales personnel and plan and modify product ICT configurations to meet client requirements. They pursue additional business development opportunities.
Optional knowledge
Customer segmentation is optional for these occupations. This means knowing this knowledge may be an asset for career advancement if you are in one of these occupations.
Chief marketing officer: Chief marketing officers manage the high level marketing operations in a company. They coordinate all the efforts related to the marketing, promotional, and advertising activities across units or geographical areas. They make sure that different activities aimed at creating awareness of products are profitable for the company. They take decisions and prepare reports on marketing projects and the costs they entail.
Market research analyst: Market research analysts collect the information gathered in the market research and study it to draw conclusions. They define the potential customers of a product, the target group and the way they can be reached. Market research analysts analyse the position of products in the market from different perspectives such as features, prices and competitors. They analyse cross selling and interdependencies between different products and their placement. Market research analysts prepare information helpful for the development of marketing strategies.
Marketing manager: Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.
Customer experience manager: Customer experience managers monitor customer experiences by creating, evaluating and improving the customer’s interaction organisations in the hospitality, recreation or entertainment industry. They develop plans of action to optimise all aspects of the customer’s experience. Customer experience managers strive to ensure customer satisfaction and boost company profits.
Sales manager: Sales managers develop sales and targeting strategies for a company. They manage sales teams, allocate sales resources based on the plans, prioritise and follow up on critical leads, develop sales pitches and adjust them over time, and maintain a sales platform to track all leads and sales.
References
- Customer segmentation – ESCO
