Cohorts II: a new approach to market segmentation-Reference-Cited by-同舟云学术

Cohorts II: a new approach to market segmentation

Published:1997-10-01 Issue:5 Volume:14 Page:362-379
ISSN:0736-3761
Container-title:Journal of Consumer Marketing
language:en
Short-container-title:

Author:

Bickert Jock

Abstract

Asserts that when faced with complex motives and behavior, humans tend to simplify and generalize in order to make sense of a bewildering set of complexities. Categorical systems are standard tools for boiling down the diversity of human behavior into manageable pockets (market segments) that allow us to predict future behavior. Discusses the merits of this process and also the risks of oversimplification. Examines examples of successful direct marketing to market segments, in particular the Cohorts II system, and makes suggestions as to how best to identify and reach market segments. Concludes by addressing current trends (e.g., using the Internet as a marketing medium) and how these will affect market segmentation.

Publisher

Emerald

Subject

Marketing,Business and International Management

Reference3 articles.

1. 1.The three other prominent geodemographic segmentation systems that followed PRIZM were ACORN from CACI, Clusterplus from Donnelley Marketing, and MicroVision from Equifax.

2. 2.Weiss, M.J., The Clustering of America, Harper & Row, New York, NY, 1988.

3. 3.In the UK, the generational name preferences are particularly strong. One mailing list company has seized on this fact to impute an individual’s age from his/her first name in certain instances. For example, there are few Lisas older than 30 in the UK.

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