MARKETING 2018
MARKETING 2018
19th Edition
ISBN: 9780357033753
Author: Pride
Publisher: CENGAGE L
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Chapter 6, Problem 5DRQ
Summary Introduction

To discuss: Market segmentation, conditions that are essential for the effective segmentations and the firms that utilizes market segmentation.

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Agreeing that a market segment consists of a group of customers who share a similar set of needs and wants, elaborate on the concept of segmentation, targeting and positioning and explain the bases you would use in segmenting consumer markets.
Marketing segmentation has been described both as a demand analysis and as a business strategy.  What is the difference between these uses of the term market segmentation? When segmenting a market, describe the reason why marketers segment markets?  What is the difference between market segmentation strategies and product differentiation strategies in marketing?  What is required to effectively use a market segmentation strategy?
Discuss the importance of segmentation research. How does it affect the development of market planning for a particular company?
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