A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments Page: 37
viii, 232 leaves : ill.View a full description of this dissertation.
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37
1. The open market or regional market
2. The mass market ^
3. The fragmented market.
Regional Market
The regional market was prevalent in the United States
until the late 1920"s and early 1930's. Business firms were
forced to take into■consideration economic and geographic
restrictions when marketing their products, Their market
targets were composed almost entirely of individuals who
were economically able to purchase the product and who were
geographically near the plant and service facilities. With
the advent of the first complete census of business taken in
1929, statistical data about the entire population became
available to business.
■Mass Market
Following, the depression, a combination of census data
and improvements in transportation facilities, communications
and packaging brought forth the mass market. Business firms
were able to look upon the whole United States as one mass
market for their products. The improvements in transporta-
tion, communication, packaging, and the new statistical
knowledge about the consumers reduced the restrictions upon
the manufacturers, and they were now able to contact more
members of their market.
12
Steven C. Brandt, "Dissecting the Segmentation
Syndrome," Journal of Marketing, XXX (October, 12 66), 22-27.
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Anderson, Robert Lee, 1940-. A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments, dissertation, August 1971; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc164459/m1/48/: accessed July 16, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .