Detailed Segment Profile Examples
This step-by-step example walks through how a hypothetical hotel chain can identify, describe and act upon segment profiles. Great resource for marketing students.
All About Geographic Segmentation
In this guide, you will explore everything you need to know about geographic segmentation, from its definition and benefits to real-world examples and modern-day applications.
Additional Segmentation Bases
This article introduce less common segmentation bases for marketing students who wish to broaden their segmentation toolbox and craft a more nuanced strategy.
Creating Market Segments: A Guide for Students
This article provides a step-by-step framework for building segments using no or very limited data, leaning on creative reasoning, existing market research frameworks, demographic logic, industry knowledge, and supportive “educated guessing.”
An Introduction to Cluster Analysis for Segmentation
Cluster analysis is a method that helps you group together consumers with similar responses, preferences, or attributes. Cluster analysis is not just for mathematicians or data scientists; its insights are equally relevant to marketing students who want to create powerful, data-informed segmentation strategies
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How to Use Segmentation Trees
Segmentation trees are a versatile, intuitive, and cost-effective method for dividing a broad market into specialized subgroups. By visually branching out from a single trunk (your overall market) into multiple branches (subgroups based on age, income, behavior, psychographics, or combinations thereof), you can arrive at a clear depiction of who your target consumers might be.
An Overview of Product-Variety Marketing
In this article, you’ll explore the history of product-variety marketing, learn about the factors that contributed to its emergence and widespread use, and understand how it has influenced consumer choice and competition.
Market Segmentation versus Product-Variety Marketing
You’ll often come across the concepts of market segmentation and product-variety marketing. Understanding the differences between these two approaches is crucial for developing effective marketing plans.
Market Segmentation versus Product-Variety Marketing Read in Full
Why Use Market Segmentation?
Discover why market segmentation is essential for your marketing. Learn the benefits, trade-offs, and how targeted marketing can drive profitability and competitive advantage.
Example of the STDP Process
Here’s a detailed example of how you can implement the STDP process for a local restaurant specializing in authentic Japanese food located in the tourist area of London's West End.