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Home→The Westburn Dictionary of Marketing→V→volume segmentation

volume segmentation

Definition:
The segmentation of total DEMAND for a PRODUCT or SERVICE in terms of the volume consumed by individuals, groups or types of individuals, within geographic markets and so on. The primary objective of such segmentation is to identify the HEAVY USER as the basis for developing DIFFERENTIATED MARKETING STRATEGIES for both heavy and light users.

Cross-References:
[product] [services] [heavy users] [differentiated marketing strategy] [market segmentation] [demand, theory of] [demand schedule] [demand, cross elasticity] [demand, industry] [demand, short-run versus long-run] [demand, price elasticity of] [demand, law of] [demand, latent]

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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].