Published by:
Harvard Business Publishing
Length: 8 pages
Topics:
Market segmentation; Marketing management
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Abstract
While demographic segmentation is a traditional way of analyzing markets, it is only one of many analytic methods. Segmentation analysis allows marketing executives to consider buyer attitudes, motivations, values, patterns of usage, aesthetic preferences, and degree of susceptibility. A discussion of ten markets for consumer and industrial products shows the effect of different modes of nondemographic segmentation and illustrates how segmentation analysis enlarges the scope and depth of a marketer''s thinking to include the position of both new and established products. Segmentation analysis provides a significant analysis of the immense diversity of the market and offers an approach for evolving true marketing objectives.
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Abstract
While demographic segmentation is a traditional way of analyzing markets, it is only one of many analytic methods. Segmentation analysis allows marketing executives to consider buyer attitudes, motivations, values, patterns of usage, aesthetic preferences, and degree of susceptibility. A discussion of ten markets for consumer and industrial products shows the effect of different modes of nondemographic segmentation and illustrates how segmentation analysis enlarges the scope and depth of a marketer''s thinking to include the position of both new and established products. Segmentation analysis provides a significant analysis of the immense diversity of the market and offers an approach for evolving true marketing objectives.