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1 strategic and tactical marketing the purpose of marketing is to match the genuine needs and desires of consumers with the offers of suppliers particularly suited to satisfy those needs and desires. it’ s analogous to the military principle of “ concentration of force” to overwhelm an enemy. 4 impact of operating in the global information age on segmentation theory, practice a. keywords: market segmentation; customer classification; marketing introduction t he world is made up of many different consumers, each with their own set of needs and behaviors. 3 advances in segmentation research. kotler ( ) describes segmentation as the classification of consumers within a market that share related needs and pdf establish related purchasing behavioral habits. | find, read and cite all the. this matching process benefits consumers and suppliers, and drives an organisation’ s marketing planning process. market segmentation can be grouped into five main categories: ( i) dem ographic; ( ii) geographic ( iii) psychographic; ( iv) behavioural and / or ( v) product- related factors.
the purpose of segmentation is to enable the marketer market segmentation pdf to tailor the marketing mixes to meet the needs of one or more specifi c segments. pdf | this chapter defines market segmentation analysis, offers a few alternative segmentation approaches, and introduces the ten step process of market. 2 decisions required for the implementation of a segmentation strategy. market segmentation is the process of dividing a market into meaningful groups that are relatively similar and identifi able ( kotler et al. market segmentation 1. the purpose of segmentation is the concentration of marketing energy and force on the subdivision ( or market segmentation pdf the market segment) to gain a competitive advantage within the segment. this discussion of the best segmentation practices and likely advances encompasses five areas: 1 use of segmentation in marketing and business strategy.
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