When a marketer adjusts the marketing mix to give customers a clear, distinctive, desirable understanding of what the product does, the marketer is engaging in psychographic segmentation.

Psychographic Segmentation

The process of dividing a market into segments based on consumer personality traits, values, attitudes, interests, and lifestyles.

Marketing Mix

The set of controllable tactical marketing tools—product, price, place, and promotion—that a company uses to produce a desired response from its target market.

Distinctive Understanding

A unique comprehension or insight that sets an individual or concept apart from others.