The New Market Segmentation - foamposites for cheap

The variable determining the meaningful likeness or difference between those groups would be the segmentation variable air yeezy for sale. A trivial segmentation variable, just for the sake of demonstration, would be hair color.

However, after having segmented the customers into groups, it is reasonable to assume that you would expect to do something with it lebron shoes for sale. Let's say that you have decided to target a certain segment.

You would probably want to do some marketing activities that will appeal to this segment, or else, to communicate some kind of enticing message to it nike dunk sb low . Sometimes, the segmentation variable could suffice for the purpose, ("listen to me, all you red-heads out there").

In most cases (for instance, the segment of those who consume beer only out side their home), you would have to characterize your segment before you could address them foamposites for sale. In other words, you would have to define what describes the customers in that segment, beyond your segmentation variable, and also, what makes them different from consumers in other market segments.

The characterization of your segment is a task that is not the same as defining your segment. It is a distinct next step. But now, if you can be truly sincere with yourself, I'm convinced that you have already found out that it does not work.In the distant past, and in traditional societies (sectarian) the people's behavioral patterns were pretty much modeled by their affiliation to a certain gender, a nationality/tribe/race, a certain religion, a social/economic status, a profession, and an age group, much more than today, anyway. There were clear clusters of elements pertaining to appearance, general behavior and particularly consumption. Then, back in those days, if you knew one element of a particular cluster, you could quite easily guess the others. But all this has changed. As people are becoming gradually more individualistic, and as possibilities have multiplied, people have become less and less definable as types.First of all, let's face it, our consumer refuses almost completely to abide by segments that create homogeneous groups (heterogeneous from others) according to demographic, socio-economic variables, or even according to lifestyle. Our customer will not behave and consume under our stereotypical forecasts. He is a "collector", and therefore I call him the "eclectic consumer". He likes the old (Frank Sinatra), as well as the new (fast internet), the expensive (BMW) as well as the economical (hardware do-it-yourself stores), the international (Giorgio Armani) as well as the locally rooted (folk dancing), the epicure (a double Makiato) as well as the crude (football).The eclectic consumer has become frenzied by the abundance of opportunities, and is now addicted to the concept. He does not want to miss anything and so, his life is multiplex, yet laden. So, how do you market to the eclectic customer who is afraid of missing out One central insight for the re-designing of market segmentation is as follows: the eclectic consumer, who will not miss anything, "connects" to different, even contradictory, motivations he has at different times. Because these motivations are not necessarily compatible with one another, the eclectic consumer is constantly in motion from one stereotype to another, from one lifestyle to another. In order to adapt to this consumer reality, our segmentation (and subsequently, our products and services, our advertising and so on) should be formulated not according to groups of people, but according to motivations and uses. Note that when I refer to "uses" I mean, among other things, psychological uses, such as mood control, self-esteem enhancement, and fantasy support, and I also mean social uses, such as signaling others things like group affiliation, specific atmospheres, or impression control. The new method is called "Contextual Segmentation": segmentation according to contexts of purchasing or using/consuming.Note that this constitutes a formation of a real revolution in segmentation thinking. Some of you would probably comment that this is not so much about segmentation as it is about consumer behavior analysis. Well, let me answer you. Let us recall the original purpose of market segmentation. It is the furcation of the market into smaller units enabling us to focus our marketing/branding/advertising activities, and to achieve differentiation, so that we could win advantages we could not get when working with the entire market. The search for small consumer