Market segmentation analysis tells what to say to whom

Goldman, Alfred E.
January 1982
Marketing News;1/22/1982, Vol. 15 Issue 15, p10
Trade Publication
The article describes market segmentation analysis which focuses on how to deliver a particular product to its consumers. Segmentation of market offers broad application possibilities and satisfying quality of being fashionable and effective. Market segment analysis allows systematic study and those motives that wake up consumers interest for a particular product. Segmentation strategy should consider client's marketing problems and the nature of product category. It does make difference to develop marketing plans for wine or vodka. Some consumers choose to drink wine because it makes any event more festive. But, some consumers drink wine to forget their worries.


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