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Ken_Kanaidi

Jumat, 05 November 2010

Segmentation of consumer markets and effective marketing

By : Prasanna Perera
(Published by : Journal of the Canadian Institute of Marketing, Volume 2 Issue 1, Winter 2006)

Business organizations are finding it increasingly difficult to practice mass marketing. This is due to the “demassification” or fragmentation of markets into hundreds of micro-markets, characterized by different groups of consumers, pursuing different products and thereby attempting to satisfy their needs.
Market segmentation is the act of dividing a market into distinct groups of buyers, who might require separate products and/or marketing programmes. The first step is to identify different methods to segment the market and secondly, to develop profiles of the segments identified.
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