Market Segmentation
by Professor Malcolm McDonald
Running time: 1hr
In this video, Professor McDonald demystifies this most difficult of
marketing processes. Market segmentation is without doubt the very
foundation of successful marketing, yet in spite of over fifty years of
research, there is still much confusion about the organisational level at
which it should be implemented, the processes to be used and how it should
be implemented. This is really a MUST for all involved in marketing
practitioners, students and academics. Watch it, do it and benefit from it.
Topics included:
- Intro to Market Segmentation
- A case study: avoid the price commodity trap
- Market segmentation process
- Product life cycle 1
- Product life cycle 2
- Reasons for market segmentation