Segmentation in Social Marketing by Timo Dietrich Sharyn Rundle-Thiele & Krzysztof Kubacki

Author:Timo Dietrich, Sharyn Rundle-Thiele & Krzysztof Kubacki
Language: eng
Format: epub
Publisher: Springer Singapore, Singapore

Conclusion

The problem with market segmentation studies is that, no matter how badly they are executed, they always lead to a result. How meaningful this result is, however, depends on the quality of the data, the extent to which the structure of the data set was understood before segments were extracted and the methods chosen to extract segments, as well as the presentation of results to inform the choice of the most promising target segment. It is critical, therefore, that marketing managers in organisations with a social mission either have a good understanding of the key decisions that need to be made when segmentation analyses are conducted, or have access to an expert who can advise objectively on possible methodological problems with the analysis. The unit or external firm commissioned with the segmentation study is unlikely to be able to serve as such an objective assessor if not provided with background information such as insights on suitable characteristics of the target segment.

Market segmentation is an extremely powerful tool to improve the achievement of an organisation’s mission and to reduce marketing expenditures by avoiding mass marketing and instead, investing resources into those target markets which are most promising. Great segmentation studies rely on great segmentation analysis. Good methods matter.

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