A collection of resources from the ICAEW Library & Information Service on market segmentation. This marketing technique involves treating customers as distinct groups of buyers with particular needs, characteristics and aspirations.
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The article offers information on benefits of the sales segmentation which is the process of establishing separate marketing strategies to appeal to consumers with different needs, interests, budgets or other attributes
The article focuses on issues surrounding market segmentation. Topics include the rise of big data and the quest for personalized, one-to-one marketing stated to have rendered classical segmentation irrelevant, a close relationship between the quality of a segmentation program and an organization's level of customer centricity, and linking to marketing tools.
Thanks to modern data mining, companies can target customers with highly-tailored ads. However, if this practice feels invasive it can prompt a backlash.
The article focuses on success of small businesses by focusing on niche markets. Topics discussed include ramifications for research and development, innovation investment and other areas of the business, need to understand customers' needs and requirements, and research by Ogilvy and Google on influence on customers' purchasing decisions
The article focuses on exploring niche marketing and offering examples and ideas on how to add niches to the existing offering.
A Complete guide to market segmentation
Article from Cleverism that deals with what is market segmentation, types of market segmentation and steps of market segmentation. registration required for free download.
Group your customers into market segments
Guide from the Canada Business Network which aims to explain the basics of how to sort your customers into groups. It covers: the benefits of segmentation, customer management, approaches to segmentation and niche markets.
Market segmentation
An overview of the process of market segmentation from the Market Segmentation Company including examples and alternative segmenting ideas.
Market segmentation
In depth articles from Management Study Guide including: meaning, basis and types; the need for; steps; target marketing; target market selection.
Market segmentation in B2B markets
Guide from B2B International, B2B market research specialists. It covers sections on how to segment, using statistics to arrive at a segmentation and segmentations to work with.
A practical guide to market segmentation
Guide from B2B International, B2B market research specialists, giving ten steps in market segmentation.
Segment your way to a more profitable practice
An August 2013 AccountingWEB article investigating whether accountancy practices using market segmentation risk blocking potential sources of growth. Pros and cons of the approach are identified (free registration required).
Understanding your target market is critical for success
An article on what smaller companies can do to collect demographic and lifestyle information on their customers. Part of the Business Owner's Toolkit from Bizfilings.
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