ABSTRACT
This chapter discusses the implications of the findings in agenda formation. McKercher, et al. point out that the concept of segmentation can be of value when organizations have well defined strategic plans to meet market needs. The chapter outlines the following criteria that describe segmented profiles: (1) sharing common values and interests that are sufficiently different and distinct from other segments; (2) being sufficiently large to give the organization return for its effort; (3) being easy to reach through promotional media and other marketing activities, at an affordable cost; and (4) having their needs satisfied by the products being offered. Geography plays a pivotal role in segment selections. Demographic agendas can be built on characteristics that separate different social groups based on their socioeconomic status, gender, age, ethnic background, religious beliefs and race. Multilingualism has become a trend in major cities of the world.
