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Marketing Management, 12/e A South Asian Perspective 8 Identifying Market Segments and Targets Dr. Hitesh Ruparel

Chapter Questions ,[object Object],[object Object],[object Object],[object Object]

Effective Targeting Requires… ,[object Object],[object Object],[object Object]

Four Levels of Micromarketing ,[object Object],[object Object],[object Object],[object Object]

Segment Marketing Targeting a group of customers who share a similar set of needs and wants.

Flexible Marketing Offerings ,[object Object],[object Object],[object Object],[object Object],[object Object]

Customerization Combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.

Segmenting Consumer Markets ,[object Object],[object Object],[object Object],[object Object]

Geographic ,[object Object],[object Object],[object Object]

Demographic Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Profiling Generations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Psychographic ,[object Object],[object Object]

Behavioral Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Segmenting for Business Markets ,[object Object],[object Object],[object Object],[object Object],[object Object]

Models of Sequential Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Steps in Segmentation Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Effective Segmentation Criteria ,[object Object],[object Object],[object Object],[object Object],[object Object]

Segmentation Actions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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1. Marketing Management, 12/e A South Asian Perspective 8 Identifying Market Segments and Targets Dr. Hitesh Ruparel

5. Segment Marketing Targeting a group of customers who share a similar set of needs and wants.

7. Customerization Combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.

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