Successful Needs/Benefits Segmentation: A User′s Guide

Marshall G. Greenberg

61 citations0/0 files storedJournal of Consumer Marketing

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Customer churn and segmentation Marketing and Advertising Strategies Consumer Behavior and Market Dynamics

Abstract

Discusses needs/benefits segmentation in the context of alternative ways to segment markets. Describes the elements most important in the successful design, implementation and strategic use of needs/benefits segmentation. Counters a set of five commonly held myths, with implications for effective management of expectations and use of results.

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2007Tailoring Online Retail Strategies to Increase Customer Satisfaction and Loyalty 2010Judging the quality of customer segments: segmentation effectiveness 2005A positioning typology of consumers’ perceptions of the benefits offered by successful service brands 2014Using graphical statistics to better understand market segmentation solutions 2017The Ten Shades of Silver: Segmentation of Older Adults in the Mobile Phone Market 1996Database marketing and organizational learning theory: toward a research agenda 1998Consumers of Ethnic Apparel from Alternative Trading Organizations: A Multifaceted Market 2004Internet market segmentation – an exploratory study of critical success factors

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