MARKET SEGMENTS AND OTHER REVELATIONS

Abstract

Prudential is not exceptional at segmentation, target marketing, or positioning. In large part it doesn't need to be. The critical success factor for Prudential is not segmentation. Rather, its strength is in its size, its financial clout, its name recognition, and above all, its agency force, which covers the whole waterfront of possible market segments and is equipped with the broadest product line in the industry. It is upon this agency force that Prudential has always relied most heavily in positioning itself in the larger financial services arena.

Citation

Burr, R.L. (1987), "MARKET SEGMENTS AND OTHER REVELATIONS", Journal of Services Marketing, Vol. 1 No. 2, pp. 59-67. https://doi.org/10.1108/eb024710