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Key MBA Models by Dr. Julian Birkinshaw, Ken Mark

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19

Segmentation and personalised marketing

Segmentation is the process of slicing up the ‘mass market’ for a particular product or service into a number of different segments, each one consisting of consumers with slightly different needs. Personalised marketing is an extreme version of segmentation that seeks to create a unique product-offering for each customer.

When to use it

  • To match your various product-offerings to the needs of different segments of consumers.
  • To identify parts of the market whose needs are not currently being adequately served.
  • To capture a higher price for a product or service, on the basis that it is better-suited to the needs of a particular segment or individual.

Origins

The original thinking about market segmentation ...

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