Multispecialty Medical Group

Multispecialty Medical Group, PLC, (MMG) desires to reach prospective patients in the Leominster area and chooses to use a market segment approach to determining that reach. In effect, this is a type of marketing known as, "generational" which defines consumers

not just by age but by social, economic, demographic and psychological factors, [which] can be traced back to about 1980. And though it has yet to be fully tapped, it's already becoming dated as we move on to the next twist: cohort marketing...defined as the study of people who underwent (the same) experiences during their formative years, forming a bond that leads them to behave differently from others, even when those others are closer in age (Chun, 1996, p. 142).

It is the purpose of this paper to see how effectively this concept can be applied to the marketing of MMG in Leominster.

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