Benefit Segmentation

“Benefit segmentation is the ultimate base for segmentation”. It has been seen in all industries that provide consumer goods that it is very difficult to satisfy all the needs of all consumers being that no two different individuals tend to share the same like and dislikes. For an industry to say it would want to satisfy the wants of each and every one of it consumers, that would entail it making customised products which would …

…of a questionnaire that could be used to gather information. ------------------------------------------------------------------------ **Bibliography** Bibliography 1. Marketing management and strategy, Peter Doyle 2nd Edition 2. Management research, an introduction, Mark Easterby-Smith, Richard Thorpe, Andy Lowe 3. Essentials of services marketing, K. Douglas Hoffman, John E.G. Bateson 4. Market Segmentation: A Strategic Management Tool, Richard M. Johnson 5. Benefit Segmentation: A Decision Oriented Research Tool, Russell I. Haley 6. W. Pride and O. Ferrell. Marketing: Concepts and Strategies, 4th European Edition. 2001 Houghton Mifflin.