Market Segmentation: Objectives, Segmentation Bases and Methods
- Topics:
- Positioning and Segmentation
- Tags:
- Consumer Diversity,
- Foreseechange,
- Market Segmentation,
- Market-segmentation,
- Marketing,
- Marketing Research,
- Sales,
- Sales Strategy
- Source:
- Foreseechange
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Overview: Consumer diversity is increasing rapidly and firms have long sought to differentiate their products relative to competitors. This is where market segmentation comes in. Long gone are the homogeneous markets that Henry Ford conquered with his mass production of one model of car (mass customisation is the new objective). While there has been a strong move towards one-to-one marketing in recent years, there are few examples of successful implementation, particularly in consumer markets. Market segmentation provides a proven way of disaggregating markets in a way that can improve profitability without the investment in systems and sales resources needed for one-to-one marketing. This document provides an overview of market segmentation and links to more detailed information sources.
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Format: HTML | Date: Aug 2001 | Pages: 1
