chapter  9
26 Pages

Effective Execution: The “E” of POISE Offensive Market Segmentation

Segmentation involves subdividing markets, channels, or customers into groups with different needs, and meeting these needs more precisely.

Markets continue to evolve into increasingly more segmented target groups, as techniques of mass customization and flexible manufacturing make it possible to meet a range of needs economically. However, the driving force behind segmentation is the growing desire of consumers for individualized products and services at reasonable prices.