This article extends the S-T-P framework of market segmentation (i.e. segmentation, targeting, and positioning), showing that firms have more sources of segments than previously acknowledged, including the option of integrating feral segments that emerge publicly in the marketplace. While the S-T-P framework currently focuses on ad hoc segmentation tailored for a focal firm and syndicated segmentation made for commercialization to multiple firms, this article introduces feral segmentation in which cultural intermediaries (CIs) coin consumers categories through their familiarity with popular culture. Empirically, the article investigates how CIs constructed the lumbersexual segment, a neologism combining the narcissism of the metrosexual with the roughness of the lumberjack. The findings include a four-step feral segmentation process: (1) Establishing deviance—singling out anomalies that lower the explanatory power of existing segments. (2) Prototyping—sketching profiles that enhance familiarity and allow identification. (3) Anchoring—attaching the segment into public discussions. (4) Vaccination—coining preemptive validations against criticism.

本文扩展了市场细分的STP框架（即细分，定位和定位），表明企业拥有比以前公认的更多的细分来源，包括整合在市场上公开出现的野性细分的选项。尽管STP框架目前专注于为焦点公司量身定制的临时细分，以及针对多家公司进行商业化的银团细分，但本文介绍了野性细分，在这种细分中，文化中介（CI）通过对大众文化的熟悉来为消费者分类。从经验上讲，本文调查了配置项如何构建木材一个新词，结合了都市恋人的自恋与the夫的粗俗。研究结果包括四步进行的野性分割过程：（1）建立偏差-找出会降低现有分割的解释力的异常。（2）原型制作-绘制轮廓，以增强熟悉度并允许识别。（3）锚定-使该部分参与公开讨论。（4）疫苗接种-对批评进行先发制人的验证。