Abstract:

Segmentation is one of the four alternative strategies of market planning and analysis. As such, segmentation is not simply a set of analytical-tools and techniques but rather a managerial philosophy or a viewpoint about the market place. The objective of this paper is to examine the relevance of segmentation to marketing problems. In the process, we will contrast segmentation with other strategies of market planning, specify conditions under which segmentation as a viewpoint is useful to marketing problems, and describe the specific marketing mix adjustments necessary to cater the market place in a segmented way.