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Market segmentation is the process of grouping a market into smaller subgroups. This is not something that is arbitrarily
imposed on society: it is derived from the recognition that the total market is often made up of submarkets (called
segments). These segments are homogeneous within (i.e. people in the segment are similar to each other in their attitudes
about certain variables). Because of this intra-group similarity, they are likely to respond somewhat similarly to a given
marketing strategy. That is, they are likely to have similar feelings about a marketing mix comprised of a given product,
sold at a given price, distributed in a certain way, and promoted in a certain way.
Contents [hide]
1 The requirements for successful segmentation are:
2 The variables used for segmentation include:
3 Top-down and bottom-up
4 Price Discrimination
5 See also:
6 References
When numerous variables are combined to give an in-depth understanding of a segment, this is referred to as depth
segmentation. When enough information is combined to create a clear picture of a typical member of a segment, this is
referred to as a buyer profile. When the profile is limited to demographic variables it is called a demographic profile
(typically shortened to "a demographic"). A statistical technique commonly used in determining a profile is cluster analysis.
Price Discrimination
Where a monopoly exists, the price of a product is likely to be higher than in a competitive market and the quantity sold
less, generating monopoly profits for the seller. These profits can be increased further if the market can be segmented with
different prices charged to different segements (referred to as price discrimination), charging higher prices to those
segments willing and able to pay more and charging less to those whose demand is price elastic. The price discriminator
might need to create rate fences that will prevent members of a higher price segment from purchasing at the prices available
to members of a lower price segment. This behaviour is rational on the part of the monopolist, but is often seen by
competition authorities as an abuse of a monopoly position, whether or not the monopoly itself is sanctioned.
See also:
• marketing
• target market
• consumer behaviour
• demographics
References
• Day, G. (1980) "Strategic Market Analysis: Top-down and bottom-up approaches", working paper #80-105,
Marketing Science Institute, Cambridge, Mass. 1980.
• McKenna, R. (1988) "Marketing in the age of diversity", Harvard Business Review, vol 66, September-October,
1988.
• Pine, J. (1993) "Mass customizing products and services", Planning Review, vol 22, July-August, 1993.