Marketing, Advertisting & Communication in Iowa

Companies use demographic, psychographic and product segmentation schemes to help execute a variety of business activities. For example, a marketing communications team may segment a market by region to help execute a mailing campaign. A finance department may use a segmentation scheme such as vertical industry to report sales figures. But when it comes to innovation, the goal of segmentation is to discover segments of customers who have different unmet needs. Finding these unique segments of opportunity — if they exist — can transform an entire industry as evidenced by companies such as e-Trade and Curves.

Duration : 0:2:56

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