The significance of segmentation

Date of publication: June 15, 1972

Abstract:

If we are going to be successful in our marketing it is necessary to achieve certain standards of profitability. The further removed the customer is from the producing company, the more difficult it is to promote products and services to him without waste . We want, therefore with segmentation analysis, to reduce waste because our efforts in product design, promotional effort and distribution are directed at a clearly defined segment of the market. In marketing we should know that it is impossible to be all things to all men.

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