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| − | Market segmentation is a process in which a firms market is partitioned in sub-markets. The objective is to have the response of the marketing activities, products&services vary greatly across segments but have little variation in each segment. It should answer the questions: "Which is (are) my target markets?". The most important question in segmentation is '''''"Do the customers in the target segment want the perceived value that my positioning is trying to deliver MORE than other segments''''' | + | Market Segmentation |
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| − | Other important questions are:
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| − | * How can the segment be reached?
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| − | * How quickly can the segment be reached?
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| − | * How big is the segment?
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| − | * What are likely impacts of changes in the environment (economic, lifestyle, legal)?
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| − | * What is the current and future competition look like?
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| − | When auditing the segmentation of a company one of the most important issues is: '''''"How well is the segmentation reflected in all the other marketing decisions that the venture makes"'''''
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| − | {{:Customer Segmentation Criteria}}
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| − | {{:Profiling Variables}}
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| − | The [[e-Business Market Segmentation Matrix|e-Business Market Segmentation Matrix]] helps to identify participants in an e-Business environment.
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| − | See also:
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| − | [[Resegment an existing market as a low cost entrant|Resegment an existing market as a low cost entrant]]
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| − | [[Resegment an existing market as a niche player|Resegment an existing market as a niche player]]
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| − | Part of [[M6-S7 - Reading - Lodish - Positioning, Targeting and Segmentation|M6-S7 - Reading - Lodish - Positioning, Targeting and Segmentation]]
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| − | Part of [[M8-S1 - Reading - Strategies for E-Business - Chapter 3 - External Analysis|M8-S1 - Reading - Strategies for E-Business - Chapter 3 - External Analysis]]
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| | [[Category:mbi]] | | [[Category:mbi]] |
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| | [[Category:Term]] | | [[Category:Term]] |
