Market Segmentation: How to Do It and How to Profit from It, Revised and updated 4th Edition

An important note to the reader from the authors

1

Successful segmentation is the product of a detailed understanding of your market and will therefore take time.

2

Segmentation is appropriate for those markets where it is essential to combine individual customers or consumers into larger buying ‘units’ to ensure your marketing activity is both cost effective and manageable.

3

The process as presented in this book is aimed primarily at defining segments in terms of the particular marketing mix each requires. Segmentation at higher levels is, of course, possible and many of the principles contained in this book would apply, although in a less detailed form.

For those who need a quick route through the segmentation process, ‘Fast tracks’ have been put together for each of the steps in the process and can be found in Chapter 3. Be careful however:

A little learning is a dangerous thing. Drink deep, or taste not the Pierian Spring.

Alexander Pope

Refer to the appropriate chapter whenever this is required to complete a particular step in the process successfully.

Deciding on which track you need

It is important that you complete the following questionnaire before you decide on which track you need.

Are you getting these essential deliverables from your market segmentation?