Market Segmentation
- Topics:
- Positioning and Segmentation
- Tags:
- Data Management,
- Software,
- Segment,
- Marketing Research,
- Marketing,
- Market-segmentation,
- Market Segmentation,
- Management,
- Enterprise Software,
- DSS Research,
- ...
- Source:
- DSS Research
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Overview: Market segmentation describes the division of a market into homogeneous groups which will respond differently to promotions, communications, advertising and other marketing mix variables. Each group, or “segment,” can be targeted by a different marketing mix because the segments are created to minimize inherent differences between respondents within each segment and maximize differences between each segment. Market segmentation was first described in the 1950’s, when product differentiation was the primary marketing strategy used. In the 1970’s and 1980’s, market segmentation began to take off as a means of expanding sales and obtaining competitive advantages. In the 1990’s, target or direct marketers use many sophisticated techniques, including market segmentation, to reach potential buyers with the most customized offering possible.
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Format: HTML | Date: Jan 2003 | Pages: 1
