Rediscovering Market Segmentation

  • 📰 HarvardBiz
  • ⏱ Reading Time:
  • 74 sec. here
  • 3 min. at publisher
  • 📊 Quality Score:
  • News: 33%
  • Publisher: 63%

ایران اخبار اخبار

ایران آخرین اخبار,ایران سرفصلها

In 1964, Daniel Yankelovich introduced in the pages of HBR the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age, residence, income, and such.

The psychographic profiling that passes for market segmentation these days is a mostly wasteful diversion from its original and true purpose—discovering customers whose behavior can be changed or whose needs are not being met. The predictive power of marketing studies based on demographics was no longer strong enough to serve as a basis for marketing strategy, he argued. Buying patterns had become far better guides to consumers’ future purchases.

Fifty-nine percent of recently surveyed companies executed a major market-segmentation initiative in the previous two years. Yet only 14% derived real value from the exercise. What’s wrong with market segmentation? Segmentation typically focuses on consumer “types” . This categorization may help advertisers strengthen brand identity by developing messages that speak to different consumer groups. But it doesn’t tell companies which products or services consumers might actually buy, so it can’t help firms decide which new offerings to develop.

To get more from segmentation, Yankelovich and Meer suggest several tactics. For example, tailor your segmentation to a strategic decision. Define segments based on consumers’Apply such tactics, and you respond promptly to rapidly shifting market realities. You gain insight into how to compete. And you extract maximum value from scarce marketing resources.Identify a strategic decision that would benefit from information about different customer segments.

For instance, a fast-food company is considering developing healthier menu alternatives. A personal-care company wants to extend a soap brand into deodorants.A luggage company finds that many people who buy its highest-margin carry-on bags are international flyers. It thus identifies international travelers as a promising target segment.Current behaviors can help you predict future behaviors using a statistical technique called conjoint analysis.

این خبر را خلاصه کرده ایم تا بتوانید سریع آن را بخوانید. اگر به خبر علاقه مند هستید، می توانید متن کامل را اینجا بخوانید. ادامه مطلب:

 /  🏆 310. in İR
 

از نظر شما متشکرم. نظر شما پس از بررسی منتشر خواهد شد.

ایران آخرین اخبار, ایران سرفصلها

Similar News:همچنین می توانید اخبار مشابهی را که از منابع خبری دیگر جمع آوری کرده ایم، بخوانید.

Bitcoin Market Cap Records New ATH, Shiba Inu’s Double Digit Run Continues (Market Watch)Crypto Blog
منبع: Crypto_Potato - 🏆 568. / 51 ادامه مطلب »

Housing Market Update: Are Sellers Returning to the Market?Listings jumped in February to their highest levels in more than a year, according to Redfin on Friday.
منبع: Newsweek - 🏆 468. / 52 ادامه مطلب »

Canon Aims to Achieve Overwhelming Market Share in Mirrorless Camera MarketCanon's 2024 corporate strategy includes the goal of becoming the number one player in the mirrorless camera market. The company plans to establish an absolute position in the market by expanding its EOS R system and targeting video-oriented customers. Canon already leads in interchangeable lens mirrorless sales in the United States, but aims for a more dominant position.
منبع: petapixel - 🏆 527. / 51 ادامه مطلب »