A GOAL PROGRAMMING-MODEL FOR EFFECTIVE SEGMENT DETERMINATION - A COMMENT AND APPLICATION

This note presents a model for the effective market segment determination problem. The integer goal programming model was developed for a nonprofit health care organization. The approach is an alternative application of a model presented by McClure and Wells [7]. The model includes input from the organization's clients as well as the organization's decision makers. A distinctive element is the simultaneous development of market segments and the consideration of management, institutional, and resource constraints. The purpose of the model was to aid the decision makers in determining if effective market segments exist which can be reached with information and educational materials concerning infant nutrition and breastfeeding. The model was tested and found to be effective in helping the decision makers segment their clients.