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Other Papers on :Segmentation, Targeting and Positioning

C/M/316. The benefits of segmentation

(2006, 2500 words)

The present paper discusses the benefits of segmentation for financial service providers. Two major segmentation approaches are considered: a priori and post hoc. The discussion shows the pitfalls of traditional segmentation practices and the market urge for new ones: the segmentation based on behavioural responses. The paper considers the way current financial service providers use segmentation approaches to develop their marketing mix strategies.



 
   
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