Market segmentation identifies and targets the groups of customers most likely to purchase the products or services that you offer. Customer groups are identified using a variety of techniques and descriptors, such as demographics, psychographics, behavioral activities, technical knowledge, occasions of use, purchase situations, benefits sought, usage rates and even geographic areas.
The effectiveness of any marketing plan is a reflection of management's perspective of and ability to reach these segments. The degree of market segmentation (aggregation or disaggregation) ranges from offering one product to the entire market (Ford only made one model "T") to total customization for each customer (Nike's Web site now allows you to totally customize your own shoes by picking style, color, and then emboss them with your own initials).
Market segmentation with Call4Peace is easy with our library of profiling questions that use standard scales from the U.S.Census. All questions and scales may be edited to conform to your measurement requirements. Call4Peace offers unique question types to help you gather customized information about your customers in an easy to answer format. Sample market segmentation surveys and questions are available in the Call4Peace Survey Library.
