AEM 240 9.19 - Potential for increased profit Similarity of...

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9/19/07 AEM 240 NOT ON FINAL: Agenda: Segmentation (Rationale, Criteria, Bases) Market Segmentation Rationale Increase sales (…profit and ROI) o 1 product, 1 market o Multiple products, multiple markets When groups are segmented into different needs we can price discriminate/market efficiently o Mass customization Caution: also, increases Costs o Production o Marketing Criteria to Use for Effective Segmentation
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Unformatted text preview: Potential for increased profit Similarity of needs within segment Difference of needs across segments Potential of action reaching segment Simplicity (Cost) of assigning buyers to segment Bases for Segmentation Geographicregion o Different cultures and habits in different parts of the world Demographic o age...
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This note was uploaded on 12/03/2007 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell University (Engineering School).

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