By Matin A. Khan

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Accustomed to short-term relationships. Prefer long-term relationships. Source: Adapted from Hawkins, Best and Coney. The meaning of time may be different in different cultures. Some people take time in making decisions according to the importance of decisions. Some insist on coming to the point directly in business transactions and are well prepared. Some keep appointments by the minute, others make people wait for a long time. Space Space may be related to prestige rather than the need. The higher the office, the bigger the office space and so on.

It must be stable, so that the people belonging to a segment not only remain there, but the segment must also grow in size. The segment must also be accessible, so that the marketeer is able to reach the segment in an economical way. They can be reached through various media. Marketeers also are on the lookout for new media that can reach the audience with minimum waste, circulation and competition. The segment should be such that profits can be gained. By catering to a segment, profits must be ensured.

Prefer leisure at home. Actualisers They have abundant resources and are sophisticated in their taste and habits. They are active, and have high self-esteem. They develop, explore and express themselves in a variety of ways. PM5 PSYCHOGRAPHIC OR LIFESTYLE SEGMENTATION 23 They have taste and are leaders in business, and in government. They have wide interests and are concerned with social issues and are open to change. While designing a marketing strategy, a company can employ a concentrated marketing strategy or, a differentiated marketing strategy or, even a counter-segmentation strategy, depending on the need and requirements.

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