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Consumer Behaviour

Consumer Behaviour

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Published by Rameez Ramzan Ali
About Consumer Behavior
About Consumer Behavior

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Categories:Types, Business/Law
Published by: Rameez Ramzan Ali on Dec 17, 2010
Copyright:Attribution Non-commercial

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01/24/2011

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Market segmentation can be defined asthe process of dividing a market intodistinct subsets of consumers withcommon needs or characteristics andselecting one or more segments to targetwith a distinct marketing mix.
CHAPTER 3:MARKET SEGMENTATION
 
W
HO USES MARKET SEGMENTATION
Marketer of consumer goods
Marketer of industrial goods
 
HO
W
MARKET SEGMENTATION OPERATES
Segmentation studies are made to launchproducts to fill the product gap (e. g. Tetra packmilk, skim milk, flavored milk)
Research is also done to identify appropriatemedia for promotion in the relevant segment(Omega watch ad in Times and Newsweek)

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