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Belch: Advertising and
Promotion, Sixth Edition
I. Introduction to Integrated
Marketing
Communications
Figure 2-4 Some bases for market segmentation
2. The Role of IMC in the
Marketing Process
Main Segmentation
Dimension Variables Typical Breakdowns
© The McGraw−Hill
Companies, 2003
Customer Characteristics
Geographic Region Northeast; Midwest; South; West; etc.
City size Under 10,000; 10,000–24,999; 25,000–49,999;
50,000–99,999; 100,000–249,999; 250,000–499,999;
500,000–999,999; 1,000,000
or more
Metropolitan area Metropolitan statistical area (MSAs); etc.
Density Urban; suburban; small town; rural
Demographic Gender Male; female
Age Under 6 yrs; 6–11 yrs; 12–17 yrs; 18–24 yrs; 25–34 yrs; 35–44
yrs; 45–54 yrs; 55–64 yrs; 65–74 yrs; 75 yrs plus
Race African-American; Asian; Hispanic; White/Caucasian; etc.
Life stage Infant; preschool; child; youth; collegiate; adult; senior
Birth era Baby boomer (1949–1964); Generation X (1965–1976);
baby boomlet/Generation Y (1977–present)
Household size 1; 2; 3–4; 5 or more
Residence tenure Own home; rent home
Marital status Never married; married; separated; divorced; widowed
Socioeconomic Income