Segmenta- tion, simply put, redefines the market such that a marketer's market share may now be dominant in a smaller niche; alternatively, certain segments of a low growth market may be growing. The first issue of the first volume of the Journal of Health Communication included an article on segmentation modeling in marketing, and its utility for health campaigns (Albrecht & Bryant, 1996), to be followed by Slaters (1996) classic review of theory and methods in issue 4 of that same first volume. It is challenging to craft labels that are meaningful and faithfully represent the complex combination of indicators from which the segments were formed (Hines et al., 2014), while remaining concise and easily interpretable. The process involves finding people who are similar in their patterns of responses on a set of variables that predict an outcome aligned with a campaigns goals (Slater, 1996). Audience segmentation may need to deal with many variables, maybe even from many different theories, simultaneously to be informative (Slater, 1996). Businesses may be segmented according to industry, business size, business location, turnover, number of employees, company technology, purchasing approach, or any other relevant variables. Context. Thus, the generational segments and their dates discussed here must be taken as approximations only. Benefit Segmentation: A Decision-Oriented Research Tool - JSTOR Wendell R. Smith - American Marketing Association - YUMPU Each of these product types is designed to meet the needs of specific market segments. Process of dividing a broad consumer market into sub-groups with shared characteristics, Criteria for evaluating segment attractiveness, Developing the marketing program and positioning strategy, Statistical techniques used in segmentation, Companies (proprietary segmentation databases). This is an applied example of behavioural segmentation, using attitude to a product or service as a key descriptor or variable which has been customized for the specific application. As more competitors enter the market, it may be necessary to differentiate.
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