Segmentation Approaches
Introduction
There are many ways
to segment a market. I’ve already categorized these as a
priori and post hoc.
Figure 7.9 Segmentation Approaches illustrates
their relationship and methods under each. The a
priori category relies on the client’s
or management’s prior knowledge of the market. For the Case
Study, management strongly believed that the market was simply divided
into small and large firms: small firms have five or fewer lawyers.
Figure 7.9 Segmentation Approaches
The post
hoc category is a set of methods used after data are collected. There are three methods in this category: clustering, decision trees, ...
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