By: Dr. Dan Herman If you are trying to segment your market in the traditional way, what you may be looking for would be groups of consumers sorted out in such a way that a certain likeness exists within each group, and a difference exists between them. The variable determining the meaningful likeness or difference between those groups would be the segmentation variable. A trivial segmentation variable, just for the sake of demonstration, would be hair color. However, after having segmented the customers into groups, it is reasonable to assume that you would expect to do something with it.
By: Lisa Lake If you are to succeed in marketing a product or service, you must remember that women control 85% of all purchases. Marketers need to consider that there are certain innate differences between men and women.
By: John Malmo No consumer market is static. Whether it's cars or toilet tissue, buyer segments within each category are fluid. Few segments are the same today as even 10 years ago. A market that had four identifiable segments in 1990 may today have two or a dozen, each different from the original four.
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