Practical market segmentation.doc

 PAGE \* MERGEFORMAT 12 Practical market segmentation [Abstract: There is a popular opinion that: customer relationship marketing, the Internet, interactive, machine can now collect, process and extract the details of a large number of users let the market segmentation approach has changed, shifted from the traditional approach of individual segments segment (segment-of-one). However, this author believes that this ‘mass personalization’ is unlikely to replace the market segments for strategic decision-making, and that the information revolution is more likely to promote the company market segmentation in order to make better use of tens of millions of dollars customer information. This article is about the value of the standard market segments, including targeting, self-selection method and evaluation of two simple models, the two pairs of target segments and effective method. When the marketing is not complicated, there will be marketing the following conditions. Such as your department can be managed in a geographic area to operate. You will target customers by age, gender and income divide. If you have to do is public business, put the them in accordance with the size of the company’s division. But in a rapidly globalizing markets, brands and channels, the number of rapid growth, even the most experienced marketing staff will feel at a loss. In such an environment, your marketing team, how will the situation according to the customer to develop their own marketing strategy? Different customers have different views, needs and likes and dislikes, but offer no the old approach has been busy. Well, today should pay attention to what? A client’s current buying habits? Is their pursuit of interests? Is the population structure or a similar business in the public and the ‘corporate’ structure? Ford’s ‘T’ type strategy - no matter what color you want, I just sold a black car - been on the rise, until the customer has other options. Many companies began to notic