Abstract:

Two problems were not satisfactorily dealt with. The first is, "How do you sell the sophisticated techniques of segmentation and typology to management?" The best suggestion came from John Knecht. "You get an American professor to sell for you." The other problem that delegates remained uneasy about was this. After a segmentation study has been carried out and the segments recognised and defined, how may they be recognised as the basis for analysis in subsequent studies? People can be easily located and assigned to groups in terms of demographic criteria; this is not so with parameters that define segments. None of the speakers really came to terms with this problem.