Understanding Segmentation
- Topics:
- Positioning and Segmentation
- Tags:
- Finance,
- Financial Accounting,
- Segment,
- Segmentation
- Source:
- PRIMEDIA
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Overview: Even with the amount of data and technology available today, there continues to be a lack of understanding about segmentation. A variety of approaches exists — some more credible than others that allow a marketer to make sense of the different groups that together comprise a customer base. Segmentation is defined as a relevant grouping of customer based on the extent they displays similar attributes. There are many approaches to segmentation, including primary research, demographic analysis, financial analysis, and product purchasing pattern recognition and channel usage. Hence, a good segmentation solution will yield between eight and fifteen segments. However, too few segments tend to result in very general segments, and too many segment results in lots of small segments that may not be meaningful.
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Format: HTML | Date: Mar 2002 | Pages: 1
