What is the difference between a product line approach and a customer segmentation approach to marketing?
In the product line approach (technology-driven), products are spawned from the technology to create wants, while in the customer segmentation apporach (market-driven), products are assembled to meet predetermined needs of customer segemnts.
In the product line approach, the systems developement and the delivery function (marketing) are the responsibility of the managers of technology. Product marketing by the producers in a popular structure for entrepreneurial products (leading edge technologies) and organizations in early growth.
In the cusotmer segmentation apporach, the delivery function (marketing) is customer-oriented ansd market-driven (instead of technology-driven). Products are developed to meet well defined needs by employing only those technologies that are necessary to do so.