Market segmentation can be considered as one of the most fundamental concepts of modem marketing. If you're not thinking segments, you're not thinking marketing. The selection of a basis for segmentation is required. In the sixties and seventies, social class and family life-cycles were popular bases for marketing. From the end of the seventies until the end of the eighties lifestyle dominated this kind of research. But at the end of the eighties, there was a growing dissatisfaction noticeable with the existing methodology. On one side the increasing variance of consumer behavior did not find a parallel in segmentation studies. On the other side the idea grew that lifestyle characteristics were measured at a very general level and could therefore not predict consumer behavior. Domain-specific market segmentation seems to be a solution to these problems. Consumind is an example of this approach. In this paper the theoretical foundation is sketched, the project is described and applications are presented. A tool is created for more effective communication with the consumer and as a consequence for a more effective marketing operation. We think domain-specific market segmentation with comparable dimensions over domains can offer a new break-through in marketing research.
Segmentation is the basis for marketing activities, including media splanning. In the sixties and seventies social class and family life cycles were popular bases for marketing. From the end of the seventies till the end of the eighties life-style dominated this kind of research. But at one side the idea grew that life-style characteristics were measured at a very general level and could therefore not predict consumer behaviour. At the other side the consumer seems to show more variety. Domain-specific market segmentation seems to be a solution for these problems. Consumind is an example of this approach. In this paper the project is described and applications are presented.
The advertising industry is rapidly changing. Advertisers are looking for immediate results; often at a very short notice. Advertising agencies try to expand their service functions from merely creative to overall marketing services. The recession period didn't only slow down the growth of advertising expenditures, but lead to a further shift from above the line towards below the line activities; direct marketing being the big winner. It also lead to an increased pressure on prices and margins via media broking and media buying instruments. The real or perceived value for money no longer was determined by value but merely by price/discounts. In the publishing industry the not to be stopped growth of TV time available decreased the market share of print dramatically. One of our studies shows per product category a direct decline of the marketshare for magazines, where the share of TV swings upwards.
In this paper the state of media research in the Netherlands in the early seventies and the developments that ensued up till now will be systematically dealt with. Typical of the period 1970 till 1980 was the rapidly growing need for qualitative data about the operation and the effectiveness of the various types of media.