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P. 1
Segmentation

Segmentation

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Published by Ahsan Shahid
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Published by: Ahsan Shahid on Dec 31, 2012
Copyright:Attribution Non-commercial

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12/31/2012

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STRATEGIC MARKETING & PLANNING
 
Segmenting markets is a foundation for superior business performance.
Market segmentation is the process of identifying and analyzing subgroups of buyers in a product-market
withsimilar response characteristics.
Differences in buyers’
responsiveness
 justifies & supportsmarket segments, more than anythingelse.
 
 
The Japanese bicycle manufacturer 
Panasonic pioneered “made
-to-
measure”
bicycles in 1989, for which the retail customer is measured as if for a suit of clothes, and thecustom-made bicycle arrives at the store, for delivery, within a few days.
 

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