Marketing: An Introduction (12th Edition)
12th Edition
ISBN: 9780133451276
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 6, Problem 6.2DQ
Summary Introduction
To discuss: The way in which the marketers utilize the behavioral segmentation in the consumer markets, and provide example for each method of behavioral segmentation.
Introduction:
Classifying the market into various smaller sections based on the buyer’s different needs and wants, characteristics, and behaviors is called market segmentation. This would help to reach buyers with various marketing strategies or product mixes. Marketing segmentation can be classified into “geographic, psychographic, demographic, and behavioral variables”.
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Marketing: An Introduction (12th Edition)
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