Membership Segmentation: Issues and Strategies for Cooperatives and Group Marketing Institutions
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This article examines the strategies that have been used by cooperatives and group marketing institutions dealing with differentiation of producers into distinct market segments. Based on a comprehensive study of significant agricultural cooperatives and group marketing institutions in Alberta, Saskatchewan, Minnesota, North Dakota, and South Dakota, the authors attempt to explain the rationale behind these strategies and to demonstrate the extent to which these strategies are used by cooperatives and group marketing institutions.