ABSTRACT
I would like to return to something that Bonoma and Shapiro ( 1 983) and Shapiro and Bonoma ( 1 983) discuss in their nested segmentation strategy for industrial markets. Their point is to seg ment only as deeply in the nest as necessary. This is a good lesson for any segmentation scheme. If demographic segmentation gets the job done for you, fine; it may be difficult to hold your head up in the country club locker room if your firm is only targeting that mythical "eighteen to forty-nine woman," but your shareholders will like the fact that you are not spending much on segmentation schemes and still selling goods and services. If, however, straight demographics is no longer working, than geodemographics may be necessary. And so on.
