Geographic Segmentation

Geographic segmentation tries to divide markets into different geographical units: these units include:

• Regions: e.g. in the Australia these might be NSW, Queensland or (at a more detailed level) major metropolitan areas (Sydney, etc)

• Countries: perhaps categorised by size, development or membership of geographic region

• City / Town size: e.g. population within ranges or above a certain level

• Population density: e.g. urban, suburban, rural, semi-rural

• Climate: e.g. Northern, Southern

Geographic segmentation is an important process - particularly for multi-national and global businesses and brands. Many such companies have regional and national marketing programmes which alter their products, advertising and promotion to meet the individual needs of geographic units.