The devil and the deep blue A B or C: segmentation in the maturing marketplace

The devil and the deep blue A B or C: segmentation in the maturing marketplace
Document type
Paper
Corporate author(s)
Chartered Institute of Marketing
Publisher
Chartered Institute of Marketing
Date of publication
1 April 2005
Series
Chartered Institute of Marketing Paper
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

This item is only available to registered users

Register now or Log in

Your use of this content is subject to the terms and conditions of this portal

Segmentation truly is the hard end of marketing, argues to this paper, where key decisions are required around issues such as how to segment markets and target economically viable groups of consumers who behave unpredictably or how to develop strategies to market mass-produced goods and services to a market that may be fragmenting rapidly. The paper suggests a solution may come in marketing to the context – not a new idea, but one that has never been picked up in the way it perhaps should be. Context marketing analyses economic and social data to see what people are actually doing. A context is an area of interest which people hold in common and by concentrating on an area such as this, a segment can clearly be identified and then targeted.

Related to Marketing: all aspects of marketing, advertising and public relations

Challenges-and-opportunities-facing-marketers-in-2017

Downloadable report about key challenges and opportunities marketers are facing in 2017.

Building marketing and sales capabilities to beat the market

The lean-manufacturing revolution profoundly altered the business world as companies reinvented how they built things to…

Six steps to transform your marketing and sales capabilities

Business leaders face pressure to deliver above-market growth at the best of times. When the global economy is weak, that…

Consumer protection partnership: priorities report 2015: second report on the partnership's work to date and future priorities

A report from the Consumer Protection Partnership describes their activities in 2013-4 and plans for 2015. Past priorities…

More items related to this subject