market segmentation - geographic segmentation

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

• Regions: e.g. in the UK these might be England, Scotland, Wales Northern Ireland or (at a more detailed level) counties or major metropolitan areas

• 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.

http://tutor2u.net/business/marketing/segmentation_bases_geographic.asp