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Market Segmentation This document prepared and presented by
Business Resource Software, Inc.
Market Segmentation
The purpose for segmenting a market is to allow your marketing/sales
program to focus on the subset of prospects that are "most likely" to
purchase your offering. If done properly this will help to insure the
highest return for your marketing/sales expenditures. Depending on whether
you are selling your offering to individual consumers or a business, there
are definite differences in what you will consider when defining market
segments.
Category of Need
The first thing you can establish is a category of need that your offering
satisfies. The following classifications may help.
For businesses:
Strategic - your offering is in some way important to the enterprise
mission, objectives and operational oversight. For example, a service
that helped evaluate capital investment opportunities would fall into
this domain of influence. The purchase decision for this category of
offering will ...