Chapter 6 · Advanced Techniques of Market Analysis · Slide 232/274
Market Segmentation
Market segmentation refers to dividing the "relevant market" into groups of consumers who are internally homogeneous and externally heterogeneous — and…
6.3 · SegmentationBasic Concept
Market Segmentation
Market Segmentation
Market segmentation refers to dividing the "relevant market" into groups of consumers who are internally homogeneous and externally heterogeneous — and forms the basis for differentiated market cultivation.
From a mixed overall group, internally homogeneous, mutually distinct segments emerge.
Objective
Developing efficient product differentiation strategies — for the most optimal exploitation of the potential of individual segments.
QUESTIONSTAR · Dr. Paul Marx232 / 274