GEOGRAPHIC:

1. RJR (Reynolds Tobacco) subdivided the Chicago market into three distinct geographic segments, the north shore, south side and southeast. The company used different promotional campaigns in each segment, reflecting the existence of fundamentally different customer groups in each area of the city.

2. In cooperation with Texas' anti-litter campaign (Don't Mess With Texas), Coke implemented a dedicated promotional program for Texas emphasizing Texas as a 'state of mind' with 'Coca-Cola Texas -- home of the real thing.

DEMOGRAPHIC:

1. McDonalds has targeted different age groups with different types of advertising. McDonalds' ads targeted to adults often have stressed the convenient breakfast stop at McDonalds on the way to work, or a quick snack during a harried workday. McDonalds has been tailoring specific products to different age segments. Examples of products tailored to adults and seniors are those in the Arch Delux line.  The Arch Delux line is much lower in fat than traditional McDonalds fare.

2. Marlboro and Camel cigarettes are targeted primarily to men, while Eve and Virginia Slims are targeted to women.

PSYCHOGRAPHIC:

BOOK

BEHAVIORAL:

1. Airlines have segmented their market into usage occasion segments consisting of people flying for business purposes (business flyers), vacation flyers, and people flying primarily for family reasons. Each segment represents a different usage occasion and each is targeted with different pricing and promotional strategies.

2. Orange juice has traditionally been promoted as a breakfast drink. In an attempt to build additional demand for orange juice, the orange-grower's trade associations promote the consumption of orange juice at other times of the day. Orange juice is promoted as an afternoon snack or as a 'pick-me-up.'

Segmenting Business Markets:1. Siemens Electrical Apparatus Division sells metal-clad boxes to small manufacturers

at prices that include free delivery and a warranty, but it also offers installation, tests, and communication peripherals as extra-cost options.

2. Delta Airlines offers all economy passengers a seat, small snack and soft drinks and charges extra for alcoholic beverages and meals.