Market segmentation is the process in marketing of grouping a market (i.e. customers) into smaller subgroups. This is not something that is arbitrarily imposed on society: it is derived from the recognition that the total market is often made up of submarkets (called 'segments'). These segments are homogeneous within (i.e. people in the segment are similar to each other in their attitudes about certain variables). Because of this intra-group similarity, they are likely to respond somewhat similarly to a given marketing strategy. That is, they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way, and promoted in a certain way.

The requirements for successful segmentation are:

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• homogeneity within the segment
• heterogeneity between segments
• segments are measurable and identifiable
• segments are accessible and actionable
• segment is large enough to be profitable.....

More on [ Market segment ]

NYT > Media & Advertising

Olympic Star Is Sidelined. Will His Ads Be, as Well?
Tue, 19 Aug 2008 08:29:55 -0000
When China’s star hurdler, Liu Xiang, limped off the field late Monday morning, it dealt a blow to the marketing plans of some marquee brands.
Advertising: Olympics Draw High Percentage of Women Viewers, and Ads Intended for Them
Tue, 19 Aug 2008 05:45:27 -0000
The large female viewership for the Olympics and the spate of spots intended for women are anomalies in TV sports.
Fox Is Allowed to Press Warner Over Rights to ‘Watchmen’
Tue, 19 Aug 2008 05:28:42 -0000
The dark heroes of Warner Brothers’ “Watchmen,” set for release next March, have a new problem on their hands: A federal judge has ruled that they may belong to 20th Century Fox.

Forbes.com: Sales and Marketing News and Information for Entrepreneurs and Small Businesses

No, Really, Thanks For The Help
Glenn D. Porter Mon, 09 Jun 2008 10:09:44 -0000
Corner-office types can come in handy when closing a sale--if you don't let them screw things up.
When E-Mail Marketing Works And When It Doesn't
Naomi Grossman Fri, 06 Jun 2008 14:55:51 -0000
Wise words from online-marketing pro Thomas Harpointner, chief executive of AIS Media.
Should You Tack On A Fuel Surcharge?
Melanie Lindner Tue, 03 Jun 2008 10:18:00 -0000
Probably not--unless, of course, your energy bill is putting you out of business.

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