Professors on the Go! Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1. Key Concepts Segmenting consumer markets, Segmenting business markets, Segmenting international markets, Requirements for effective segmentation • Explain which segmentation variables would be most important to marketers of the following products—vitamins, credit cards, and coffee. • How can a company segment international markets for its products? How might Apple segment the international market for its iPod? • Go to a retail bookstore or newsstand and survey the magazine section. What unique market segments appear to be the target of specialty magazines? How did you determine the segments? • Consider different brands of soda (e.g., Coca-cola, Mountain Dew, Dr. Pepper, Sprite, etc.). Find ads for each or visit the brand’s Web site. What market is each trying to reach? What type of segmentation is being used? 2.
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