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Home→The Westburn Dictionary of Marketing→B→benefit segmentation

benefit segmentation

Definition:
An approach to market segmentation popularized by Russell Haley ('Benefit Segmentation: A Decision-Oriented Research Tool', Journal of Marketing, July 1968) which seeks to describe market segments in terms of the benefits sought by prospective buyers. While sophisticated multivariate techniques and an extensive data base are usually necessary to define the segments, the end result can be a very powerful guide to the major market segments and the MARKETING MIX best suited to reach them. This is readily apparent from Haley's example of the toothpaste market.

Cross-References:
[marketing mix]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].