Marketing Segment Demographic Categories Explained!
By Wayne Moran.
Marketeers tend to break up segments of the population into five broad categories and most will tell you they target the affluent AB segment as they tend to be those in the community with the most disposable income to spend on their clients product or service. So what is the 'AB' anyway? Haven't you always wondered what it really meant or have you just noded and acted like you knew...
So here is the five categories explained:
Segment AB
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Managers, Administrators and Professionals
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Legislators and Government Appointed Officials; General Managers;
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Specialist Managers;
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Farmers and Farm Managers;
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Managing Supervisors (Sales and Service and Other Business);
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Natural Scientists;
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Building Professionals and Engineers;
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Health Diagnosis and Treatment Practitioners;
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Tertiary Teachers;
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Social Professionals;
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Business Professionals;
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Artists and Related Professionals
Segment C1
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Para-Professionals,
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Clerks, Teachers,
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Salespeople
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Professional Service Workers
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Medical and Science Technical Officers and Technicians;
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Engineering and Building Associates and Technicians;
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Air and Sea Transport Technical Workers;
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Registered Nurses;
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Stenographers and Typists;
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Data Processing and Business Machine Operators;
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Numerical Clerks;
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Filing, Sorting and Copying Clerks;
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Material Recording and Despatching Clerks;
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Receptionists; Telephonists and Messengers;
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School Teachers;
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Investment, Insurance and Real Estate Salespersons;
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Sales Representatives;
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Sales Assistants; Tellers;
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Cashiers and Ticket Salespersons;
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Personal Service Workers
Segment C2
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Tradespersons
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Metal and Machinery Tradespersons;
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Electrical and Electronics Tradespersons;
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Building Tradespersons;
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Printing Tradespersons;
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Vehicle Tradespersons;
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Food Tradespersons;
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Amenity Horticultural Tradespersons
Segment D
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Plant and Machine Operators,
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Drivers
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Police
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Road and Rail Transport Drivers;
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Mobile Plant Operators;
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Stationary Plant Operators;
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Machine Operators;
Segment E
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Labourers and Related Workers
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Trade Assistants and Factory Hands;
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Agricultural Labourers and Related Workers;
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Cleaners;
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Construction and Mining Labourers
These categories haven't just been made up - market segmentation, especially if you are in fast moving consumer goods or politics, helps target different marketing efforts using different media to the buying segment most profitable for your goods or services. So the question is "are you marketing to everybody or to the market segment most suited to your product or service?"
Till next time!
Author’s details: Wayne Moran is a director of Jacem Business Development Pty Ltd. Jacem assists business’s grow by helping overcome problems or realise opportunities. Jacem applies a wide range of knowledge, skills and abilities to any problem or opportunity. Instead of promoting a single skill set, Jacem uses a combination of approaches to bring about success for the client. Jacem doesn’t get paid until the mutually agreed success is achieved. Jacem can be contacted on 07 55 253 920. Wayne can be contacted directly on 0418 153 063 or wayne@jacem.com.au.