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Segmentation, Targeting and Positioning
C/M/316. The benefits of segmentation
- WORDS:
- 2500
- DATE:
- 2006
- PRICE:
- 29.99 GBP
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.
KEYWORDS: Segmentation, financial service, a priori, post hoc,
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