Bottom-up Approach (Kotler Model)
Kotler suggests a “build-up” approach, where masses of customer data are studied and similarities searched to make up segments that have similar needs, i.e. "assessing the customer base quantitatively and grouping them – i.e. building up – the segments based on similarities in purchasing attitude" (Kotler, 2001).
When starting the segmentation process, instead of seeing customers as identical, the build-up approach begins by viewing customer as different and then proceed to identify possible similarities between them. "In a turbulence market (pretty much all markets today), using a build-up approach is more suitable than a breakdown approach” (Freytag & Clarke, 2001).
Read more about this topic: Industrial Market Segmentation
Famous quotes containing the word approach:
“Fishermen, hunters, woodchoppers, and others, spending their lives in the fields and woods, in a peculiar sense a part of Nature themselves, are often in a more favorable mood for observing her, in the intervals of their pursuits, than philosophers or poets even, who approach her with expectation. She is not afraid to exhibit herself to them.”
—Henry David Thoreau (1817–1862)