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Monday, October 20, 2008

People-centric market segmentation

10.20.2008

The process of niche development culminates with segmentation and understanding of target audiences. Market segmentation can take two basic forms:

Top-down (outside-in, centripetal) segmentation entails dividing up the total population into segments based on select variables (geographic and demographic first, then psychographic and behavioral).
Bottom-up (inside-out, centrifugal) segmentation takes the individual as the starting point and groups [...]

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