variables) approach. Using examples, explain why and how the market segmentation approach can be used in an attempt to solve the sales decline.
variables) approach. Using examples, explain why and how the market segmentation approach can be used in an attempt to solve the sales decline.
Chapter7: Consumer Buying Behavior
Section: Chapter Questions
Problem 2DYMP
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Transcribed Image Text:You are the newly appointed brand manager of Grooming Brand, an unscented
deodorant shampoo targeting Generation X. Sales of this brand have been declining for
some time, and recent exploratory research shows that your brand is no longer price
competitive. From the marketing information system reports, you think that re-
evaluating the market segmentation previously used to better understand the target
consumer may be the key to this problem.
From your own research on organizations similar to yours, you've noticed that many
deodorant marketers at these organizations set their marketing strategies by adopting
a multivariate demographic segmentation (i.e.combining two or more demographic
variables) approach. Using examples, explain why and how the market segmentation
approach can be used in an attempt to solve the sales decline.
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