Market segmentation: overcoming the problems to capitalize on the promises. (part two of two) (Faculty Corner): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on March 1, 1992. The length of the article is 1256 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Four common instances where difficulties arise in the application of market segmentation to actual bank practice are presented. These issues are provided to help bank marketers tap the full potential of their target markets. The lack of commitment of senior management and their insistence on the notion that all customers be treated with the same level of quality service are cited as the most critical issues in market segmentation. Another problem situation involves the limited profit potential that arises from an insufficiently sized market segment. The third instance concerns the ability of banks to utilize customer information in the development of segmentation strategies. The final market segmentation problem involves the inadequacy of information delivery systems and promotional schemes.

Citation Details
Title: Market segmentation: overcoming the problems to capitalize on the promises. (part two of two) (Faculty Corner)
Author: Phillip D. White
Publication:Bank Marketing (Magazine/Journal)
Date: March 1, 1992
Publisher: Bank Marketing Assn.
Volume: v24 Issue: n3 Page: p32(2)

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