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1、PrinciplesofMarketSegmentationByWilliamD.NealWilliamD.NealisFounderandSeniorExecutiveOfficerofSDRInc.,aprofessionalservicesandconsultingfirmspecializinginadvancedmarketingresearchmethods,prodeduresandtechnologies. 1.IntroductionFormostbusinessfirms,loc
2、atingandspecificallytargetinguniquemarketsegmentsisbotharealityandanecessityintoday'scompetitivemarketplace.InNorthAmerica,forexample,theassumptionsofthemassmarketnolongerholdtrueformostbusinessesandproductcategories.Creativemarketsegmentationstrategie
3、softenaffordthebusinessorganizationastrategicadvantageoveritscompetition.Foreignfirmsoftenenteradomesticmarketbysegmentingthemarket,uncoveringanunderservedniche,andthenconcentratingtheirmarketingandfinancialresourcesintothatniche.WhatisMarketSegmentati
4、on?Inordertobeatruemarketsegment,thepeopleororganizationsineachsegmentmustresponddifferentlytovariationsinthemarketingmixcomparedwiththoseinothersegments.Thisimpliesthatforanyclassificationschemetoqualifyasmarketsegmentation,thesegmentsmustexhibitthese
5、behavioralresponsedifferences.Intheir1978bookResearchforMarketingDecisions,PaulGreenandDonaldTullsetfourbasiccriteriaformarketsegmentation:1.Thesegmentsmustexistintheenvironment(andnotbeafigmentoftheresearcher'simagination),2.Thesegmentsmustbeidentifia
6、ble(repeatedlyandconsistently),3.Thesegmentsmustbereasonablystableovertime,and4.Onemustbeabletoefficientlyreachsegments(throughspecificallytargeteddistributionandcommunicationinitiatives).MarketSegmentationandStrategicPlanningAmarketsegmentationstrateg
7、yrequiresamajorcommitmentbytheorganization.Afirmadoptseitheramass-marketstrategyoramarketsegmentationstrategy.Thereisnoin-between.Seniormanagementmustbeinvolved,andastrategicdecisionisrequiredtoeffectivelysegmentamarket.Thefirm'smarketingorganizationmu
8、stbeabletoexecutealternativemarketingstrategiesandvarypricing,promotion,and/ordistributionsystems.Also,R&Dmustbeabletoexecuteproductvariations,andmanufacturingmustbeabletoproducethosevariations.Financemustbeabletoreportcosts,profits,and
