In the battle to find more customers and make more profit. Companies have defined new market segments that they believe deserve special attention. One of those segments seems to be the LGBT consumer. But is that a target group that falls within the rules? According to the marketing booklet, there are 6 conditions to make target group segmentation ‘feasible’. Does the LGBT consumer comply with this?
A ‘standard’ target group
In recent decades, the mass marketing techniques of the 1970s have evolved worldwide towards (almost) one-to-one communications. Step by step, companies have changed the approach to their customers from one or two Comoros B2B List different ways, to a whole range of segments, methods and media. In the ‘neoliberal economic process’, successful audience segmentation requires the following:
segmentation will certainly
Homogeneity within the segment (common needs: very practical to use ‘gay’ here) Heterogeneity between segments (different segments have different needs) Segments are measurable (such as prevalence) Segments are accessible (communication) Target segment is large enough to be profitable It responds the same way to a market stimulus I have bolded a few lines in the article :