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Schiffman, Bednall, O’Cass, Paladino, Ward & Kanuk:Consumer Behaviour 4e © 2007 Pearson Education Australia
Chapter 2
Marketsegmentation
 
Schiffman, Bednall, O’Cass, Paladino, Ward & Kanuk: Consumer Behaviour 4e © 2007 Pearson Education Australia
2
Chapter Objectives
To define market segmentation
To review the uses of segmentation
To outline the nine main bases of segmentation
To understand the main segmentation approaches
To outline the criteria for effective marketsegments
To distinguish between concentrated anddifferentiated marketing
 
Schiffman, Bednall, O’Cass, Paladino, Ward & Kanuk: Consumer Behaviour 4e © 2007 Pearson Education Australia
3
Market Segmentation is defined as:“The process of dividing a market intodistinct subsets of consumers withcommon needs and selecting one or moresegments to target with a distinct marketing strategy” 
What is market segmentation?
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