Transcription of Customer segments based on customer account profitability
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Customer segments based on customer account profitability
Most of the traditional approaches tomarket segmentation are based onnon-economic Customer purpose of this paper is to offersome other approaches based oncustomer account profitability. It shouldbe stressed that these approaches shouldnot be looked upon as alternatives, butasadditionalmarket segmentationtechniques. Furthermore, it should benoted that the two approaches are bothin accordance with the marketingconcept. According to this way ofthinking (market orientation), businesseshave two main goals: (1) to satisfy theneeds of customers by offering productswhich meet their desires, requests anddemands, and (2) to satisfy the businessunit s needs by carrying out exchangesthat result in long-term profitability. ThisINTRODUCTIONT raditionally, the goal of marketsegmentation is to identify productmarkets comprising people, businesses orother organisations with similarcharacteristics and thus similar characteristics are used assegmentation variables for both consumerand business markets.
Most of the traditional approaches to market segmentation are based on non-economic customer characteristics. The purpose of this paper is to offer
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