The goal of a segmentation system is to identify groups in which the customers are as much alike as possible and greatly differentiated from customers in other segments. If the segmentation system is well designed, members of a segment have similar interests, attitudes and behaviors, and they will respond similarly to elements of the marketing mix such as pricing, promotion, and sales channel. All consumer markets contain many subgroups of customers and prospects that behave differently, have different hopes, fears and aspirations, and have different purchasing behaviors. Segmentation enables a company to craft individual marketing plans that hit the hot buttons of each consumer group.
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