Should I Use Hybrid Segmentation Bases?

Hybrid segmentation is an approach using a combination of different segmentation bases.

As you most likely already know from your study of marketing, there are multiple approaches to segmentation. And while different marketing textbooks will provide a slightly differing choice of segmentation bases, they will usually include:

  • geographic,
  • demographic,
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Should I Use Psychographic Segmentation Bases?

Psychographic segmentation is looking at consumer’s lifestyles, activities, and interests. It is a very effective way of understanding the consumer as a “person”.

But how effective is this segmentation approach for marketing purposes? This article explores the advantages and limitations of using psychographic segmentation bases when identifying target markets.

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Should I Use Geographic Segmentation Bases?

Given the choice of potential segmentation bases, should you use geographic segmentation?

This article explores the advantages and limitations of geographic segmentation. And although it is a segmentation approach which is somewhat dated (more likely to be used in the past) it still has relevant use, providing the geography changes … Read more...

Why Use Concentrated Target Marketing?

Where Concentrated Target Marketing Fits In

Concentrated marketing is a target market strategy where the firm focuses on one selected target market. It is a targeting strategy that is midway between an undifferentiated (mass marketing) strategy and a differentiated marketing strategy.

A firm using an undifferentiated targeting strategy does not … Read more...