MARK344 Lecture Notes - Lecture 7: A Priori And A Posteriori, Cluster Analysis, Traditional Animation
Document Summary
Although a central part of most marketing programmes, there are circumstances in which segmentation may be inappropriate. It could be, for example, that customer needs and wants in a particular market are essentially homogeneous, or that the costs associated with pursuing individual market segments with tailored marketing programmes outweigh their longer- term economic value. A priori, or off-the shelf, methods are the easiest way of segmenting markets. Unlike the methods discussed above for segmenting markets, the post-hoc approach does not commence with a preconception of market structure. The analysis is undertaken with a view to uncovering naturally existing segments rather than shoehorning customers into predefined categories. The process flows from initiation of the desire, to segment the market creatively, through to the tracking of continuing segment usefulness: setting the boundaries: Original and creative segmentation research needs both market and technical expertise.
