MKT291Ch.9 - 18:34 Chapter9

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
18:34 Chapter 9 When and How to Segment Markets page 189 – 191 through Mass Customization Market Segmentation Aggregates potential buyers into groups that have common needs and will respond  similarly to a marketing action Market Segments The relatively homogeneous groups of prospective buys that result from the market  segmentation process Product Differentiation The strategy of using different marketing mix activities to help consumers perceive a  product as being different and better than competing products One Product and Multiple Market Segments Multiple Products and Multiple Market Segments Segments of One: Mass Customization Step 1: Group Potential Buyers into Segments Simplicity and cost effectiveness of assigning potential buyers to segments Potential for increased profits Similarity of needs of potential buyers within a segment
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/19/2011 for the course MARKETING 291 taught by Professor Hoffer during the Fall '11 term at Miami University.

Page1 / 3

MKT291Ch.9 - 18:34 Chapter9

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online