Los especialistas en marketing utilizan bases o variables de segmentación- que son características de individuos, grupos o empresas- para dividir un mercado total en segmentos.
Los mercados pueden segmentarse a partir de una sola variable (como grupo de edad) o varias de ellas (como sexo, nivel de educación, etc.).
Los especialistas en marketing de bienes de consumo suelen usar una o más características siguientes para segmentar los mercados: geográficas, demográficas, psicográficas, de beneficios buscados y tasa de uso.
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