HOW TO DEFINE YOUR MARKET SEGMENT

Segmentation as a component of planning has often foundered on problems of: organizational politics in segment definition; unsuitable measures of performance; too much effort for little practical effect. Nevertheless, segmentation remains a key element in business strategy. Six practical concepts have emerged from consulting experience that overcome many of the problems: decision-based segmentation; "effective" share of a segment; customer-perceived relative quality; par expenses at segment level; budget control at operating group level; recovery of par expenses and bargaining effectiveness and minimum data gathering.

• Corporate Authors:

  Pergamon Press, Incorporated

  Headington Hill Hall
  Oxford OX30BW,    
• Authors:
  • Roberts, K J
• Publication Date: 1986-8

Media Info

• Pagination: p. 53-58
• Serial:
  • LONG RANGE PLANNING
  • Volume: 19
  • Issue Number: 4

Subject/Index Terms

• TRT Terms: Marketing
• Old TRIS Terms: Segmentation; Strategy
• Subject Areas: Public Transportation;

Filing Info

• Accession Number: 00472817
• Record Type: Publication
• Source Agency: Transport Services Library
• Files: TRIS
• Created Date: Aug 31 1987 12:00AM