In [[Marketing Strategy and Organization: Building Sustainable Business]] a segment is defined to consist of a group of individuals (in consumer marketing) or organisations (in business-to-business marketing) that share one or more characteristics, making them have similar needs. Segmentation should be more than a numerical exercise: different types and amounts menting the market is called [[segmentation|Market Segmentation]]. The segmentation starts first by first considering //''Customer Needs''//. Once the market has been divided into segments, we can label each segment using [[Profiling Variables]]
bag
marketing_public
created
Fri, 24 Dec 2010 18:17:14 GMT
creator
dirkjan
modified
Fri, 24 Dec 2010 18:17:14 GMT
modifier
dirkjan
tags
M11
Marketing Strategy and Organization: Building Sustainable Business
Term
creator
dirkjan