Channel Management (Fach) / 02 - Service Output Demand (Lektion)

Vorderseite Why segmentation?
  • Different customers have different needs and performances
  • Increasing degree of market fragmentation
  • Its hard for a product or brand to be everything to all customers
  • Allows for adaptation of marketing mix, thus making resource allocation more efficient
  • Matching target segments with specific core competencies
  • Supply side efficiencies through mass-customization

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