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Article: Segmentation: when less is more.(market segmentation to generate variable data printing jobs)
- Article from:
- Graphic Arts Monthly
- Article date:
- June 1, 1999
- Author:
CopyrightCOPYRIGHT 1999 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Marketers believe that targeting accrues higher sales than mass-market approaches.
Market segmentation is a key force driving demand for variable-data printing. Marketers' efforts to divide a large diverse marketplace into small, unique subsets of consumers with similar interests initiated the development of large databases of consumer information. In turn, these massive repositories of consumer preferences, purchasing habits, income levels, and demographics have made possible variable-data printing.
Segmentation is popular because marketers widely believe that firms that segment their markets accrue higher sales than those using mass-market approaches. ...