Preparing for Segmentation

Abstract

In this chapter, we discuss how to arrive at a definition of the market to be segmented and look at some examples which demonstrate the importance of successful segmentation. The chapter also presents a definition of segmentation before moving on to discuss a framework for looking at how companies currently define and segment their markets, some views on who should be in the segmentation team, the rules and advantages of segmentation, and then provides a summary of the segmentation process contained in this book.