Another criticism against segmentation is unstable overtimes has consumers have rapid and diverse demands and choices (hoek et al) several researchers in marketing and consumer behavior emphasized that consumers may belong to multiple segments rather than one and only one segment.
An overview of selected marketing segmentation approaches: factor segmentation, k-means clustering, twostep cluster analysis, and latent class cluster analysis.
Proposes that, although wright has some valid criticisms about specific applications of the concepts, targeting and segmentation are acceptable and defensible marketing strategies if properly designed gives some indications of possible methods for segmenting that may meet wright’s criticisms. The segmentation characteristics are adapted from philip kotler and kevin lane keller, marketing management, 14th ed (upper saddle river, nj: prentice hall, 2012) gretchen gavett is an associate.
Segmentation and targeting efforts are based on dubious assumptions which, if false, would then invalidate the whole process in particular, there are three criticisms which undermine the key assumptions of segmentation and target marketing these are the criticism from: segment identiﬁca-tion the logic of targeting and falsifying evidence. Market segmentation is the activity of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics.
This detailed solution discusses if the results of market segmentation and target marketing are harmful or beneficial to society as a whole it also evaluates if firms should be concerned with the criticisms that these actions lead to unnecessary proliferation of product choices that waste valuable resources.