Professional Documents
Culture Documents
Marketing Management
Canadian Fourteenth Edition
Copyright 2013 Pearson Canada Inc.
8-1
Chapter Questions
• What are the different levels of market
segmentation?
• In what ways cab a company divide a market into
segments?
• What are the requirements for effective
segmentation?
• How should business markets be segmented?
• How should a company choose the most
attractive target markets?
Geographic
Demographic
Psychographic
Behavioral
Initiator
Influencer
Decider
Buyer
User
Threat of Rivalry
Threat of
Threat of Buyer
Supplier
Bargaining Power
Bargaining Power
Threat of Threat of
Substitutes New Entrants