In this brief, we group segmentation dimensions into three categories – common/easy to obtain, less common/more difficult to obtain and least common/most difficult to obtain – and discuss how and when dimensions from each category should be used.
- Selecting the right market dimensions is the key to using segmentation to benefit sales, marketing and product functions
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Organizations most commonly use easy-to-find dimensions, including company size, ownership and financial mission
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The value of some segmentation dimensions must be balanced against the resources required to identify and leverage them