A market segment is a group of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs.
A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are divided up into groups so they can be charged different amounts. These can broadly be viewed as 'positive' and 'negative' applications of the same idea, splitting up the market into smaller groups. Contents [hide]
Michael Fassnacht’s three key points were: 1. Static consumer segments have little value in a rapidly-changing environment 2. Consumers are never part of just one segment 3. By controlling the communications they receive, consumers have control over marketing activities.
The unpredictability effect
For example, when marketers see a consumer buying one brand repeatedly, they presume the customer is loyal. A significant implication is that the best way to modify consumer behaviour is not through advertising that persuades. Instead, behaviour modification can be achieved by getting non-users to include the product in their stable of brands, i.e., actually trying it, and making sure that the experience is positive so that they will repeat the behaviour.
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