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A broad look at geodemographics is presented. The emergence over the last decade of this method of segmenting consumer markets is outlined and probable developments in the 1990s are considered. The lexicon associated with diffusion theory and with the product life cycle is used to give some structure. Information has been synthesised from desk research.

Drawing from the contingency model, this study aims to investigate the moderating effects of business-to-business (B2B) buyer personal characteristics on the relationship between sales activities and sales effectiveness.

As an application of engaged scholarship, this study leverages a years’ worth of sales activity and results from a Fortune 500 financial services company for 2,710 dyads; personal characteristics (i.e. geodemographics) were appended for the customers/prospects of the dyads. The data was analyzed with hierarchical regression, and subgroups were tested using the Chow test.

The results support that geodemographic segments – as a proxy for personal characteristics – moderate the strength of the relationship between selling activities and sales effectiveness. Overall, the results demonstrate that selling activities have varying impacts on sales effectiveness within geodemographic segments and buyclass scenarios.

While it has been long held that understanding the personal characteristics of the B2B purchasing decision-maker is critical for sales effectiveness, little guidance has been provided on how to accomplish this to scale. The present study provides a framework and process for practitioner operationalization.

This research contributes to the literature that has explored personal characteristics of buying center members. Additionally, the results suggest that personal characteristics of the purchase decision-maker may transcend business-to-consumer and B2B purchasing contexts.

Geodemographics is a growing science with increasing applications in marketing. The release of the 1991 census data will stimulate activity within a market already rapidly changing in nature. Discusses some of the results of a Delphi study with leading figures within the industry in the context of the industry′s future development.

Reports extracts from an exploratory, cross‐sectional study undertaken in the rapidly changing environment of UK higher education. Begins with introductory material covering some recent changes in higher education and the relevance of marketing and market segmentation to institutional provision. Addresses the issue of access to higher education, however the perspective is largely managerial. Proposes geodemographic analysis as a useful way to segment the market for higher education. The data concern the “market” for home students prior to the removal of the binary divide and provide a geodemographic analysis of applicants and of acceptances by institution type in 1991. Discusses the possible implications for marketing and also for policies concerning the variability of access to higher education.

Discusses the applications and limitations of current geodemographic classifications for the identification, segmentation and targeting of consumer markets. Then discusses future developments and opportunities drawing on the results of a Delphi Study conducted with market analysis industry experts. Issues discussed include factors inhibiting market development, market potential, 1991 census, computer developments, non‐census data‐bases, bespoke classifications, education and Europeanization.

The term geodemographics is derived from the combination of both geographic and demographic information on populations. The concept of geo‐demographic data is relatively new, and much confusion exists as to the extent to which such information is actually being used by both the public and private sector in the UK. One industry for which geodemographic information is particularly important is retailing. This is because retail location decisions are extremely capital‐intensive and locations themselves, once chosen, are (in the short term at least) fixed. Given the current economic climate and increased competition, it is becoming ever more important for retailers to monitor their trade areas, assess the impact of competition, and choose new store locations strategically. Discusses the use of geodemographics by retailers in their site modelling and trade area decision making and use is made of exploratory interviews in this respect.

The competitive nature of the UK retail environment in the 1990s places ever increasing importance on information as a vital resource. The need for pertinent information is not confined to decisions regarding location and catchment analysis, but also encompasses issues such as category management, merchandising, marketing communications and relationship marketing. This need for information, it might be presumed, could be met through the utilization of marketing databases, but there is an apparent lack of evidence relating to the extent of database utilization in this context. Explores the development of database and geographic information systems (GIS) as an aid to strategic retail decision making and reports on an empirical research programme exploring the extent of such applications. Although the findings suggest widespread employment of databases by UK multiples, there is clear evidence of a lack of integration at a strategic level.

The primary objective of this research was to develop a segmentation model for the United States Army Recruiting Command Headquarters (USAREC), located at Fort Knox, Kentucky. The segmentation model was based on the MicroVision geodemographic system, developed by National Decisions Systems. Cluster analysis was used to develop the segmentation model. The research resulted in identifying 18 unique segments, or clusters, that were based on demographic and socioeconomic variables. The second objective of the research was to predict contract production within each market segment. The results of this portion of the analysis have allowed USAREC to more effectively establish and evaluate contract production goals across the command structure. The methodology employed in the research has wide applications to both the military and other service organizations that use geodemographic systems in their marketing programs.

This article demonstrates the application of geodemographic segmentation to the service industry by using commercial banking as a case example.

Data were collected through self‐administered questionnaires. Two sets of variables were used to profile market segments.

Study results indicate that there are substantial differences between customers of local and national US banks in their evaluation of the relative importance of bank service charges and overall confidence in the bank. Compared to national banks, local banks were evaluated more positively by customers in areas such as extra services offered by the bank, image of the bank, and convenience of the bank.

More focused and concentrated marketing strategies are suggested to achieve better local bank performance.

To highlight the potential (as well as perceived barriers) to the wider use of GIS in educational marketing.

Five case studies were conducted in order to identify the GIS capabilities that would be required by a typical educational institution. Using the knowledge gained from these case studies, a prototype “admissions GIS” based around a proprietary GIS package was developed.

Spatial approaches based around GIS should provide numerous benefits in educational marketing concerning, for example, the mapping and analysis of participation rates in relation to a variety of recruitment campaigns and widening participation strategies, in detecting changes in enrolment patterns and in the profiling of local areas in order to develop a range of courses designed to appeal to the customer segments therein.

The paper has identified important barriers that will need to be overcome before such tools become more widely used in the higher education sector. The study has also highlighted concerns regarding the accuracy of particular data sets that became evident as the data were analysed. The findings from GIS‐based investigations could provide an important starting‐point for more qualitatively based follow‐up studies that may help explain the revealed patterns.

Widening access, student profiling, local area profiling and the availability of increasing amounts of geographically‐referenced data are all increasing the use of GIS, whose capabilities in mapping and geodemographics have led many to see it as an aid to student recruitment and retention in an increasingly crowded and competitive marketplace

There have been relatively few published studies of the potential of GIS, in conjunction with university administrative records and geodemographic techniques, in educational marketing. This study adds to this body of literature to demonstrate the current state of play and the perceived barriers to wider implementation and will be of particular relevance to those involved in marketing courses in higher education establishments.