Egotists, Idealists and Corporate Animals Segmenting Business Markets
Andy Dexter, Citigate DVL Smith
THE PRINCIPLES OF SEGMENTATION
At the core, segmentation (from both a marketing and a research perspective) is about reducing the number of entities we have to deal with into a manageable number of groups that share well-defined characteristics.
Specifically, a market segment is not just a group of people or businesses. To be classed as a genuine segment, such a group must have the following characteristics:
- a homogeneous set
- that has critical...