I. Segmentation goals.
II. Why segmentation?
III. Common methods of segmentation.
Identifying and profiling distinct groups of buyers who
differ in their needs and preferences.
Market demand and market potential can be
Customer behavior is similar within segments
and different from other segments
Segment members are reachable
Ease of implementation can be achieved at
Measures of effective segmentation
How useful and actionable is the segmentation scheme?
How stable and reproducible is the segmentation scheme?
Are the segments different on true, meaningful
WITHOUT AN EFFECTIVE MARKETING
Resources are being used ineffectively
Highest profit customers–current and potential–
may be at risk
Value destroyers erode profitability
Product offerings are sub-optimal
Channels are misaligned versus customer
requirements and profitability