Some Practical Considerations in Market Segmentation

Abstract

Despite the widespread availability of segmentation techniques and much applied experience, many commercial users appear to be disenchanted with segmentation studies. The authors suggest that one cause is the failure of the marketing researcher to consider the competitive environment sufficiently in designing segmentation studies. They examine the problem in detail, setting forth some instances in which a segmentation approach is not useful and situations in which conventional approaches are not successful through examples from actual case studies.