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