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| SegmentSolve™:
The Core Decision Support Tool that Undergirds Our Approach
to Market
Segmentation. |
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| The
Traditional Approach to Market Segmentation |
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| Historically,
the traditional approach to segmentation attempts to segment the market
using one (or more) of four schemes. The first scheme attempts to
segment the market based on how customers and prospects behave (behavioral
segmentation). The second scheme attempts to segment the market based
on who they are (demographic or life-phase segmentation). The third
scheme attempts to segment the market based on how much worth they
potentially hold for the organization (profitability or current value
segmentation). The fourth scheme attempts to segment the market based
on what customers think about the features of the product or service
in question (attitudinal segmentation). Each of these four approaches
to segmentation contributes an important piece in understanding the
market, yet, each of these approaches displays significant limitations. |
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