Companies segment their market to improve their competitiveness and profitability in fundamental ways.
- By focusing product development, marketing, and service resources on segments with the most potential, companies literally can multiply their marketing and service efficiency.
- By developing products, services, and marketing messages that address those segments' specific needs, they can greatly improve their share of the most desirable business. At the same time, by focusing on the needs of the most desirable customers, companies can improve retention of those customers.
Knowledge