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Unformatted text preview: -homogeneous (narrow) product markets Selecting target marketing approach-single target market approach-multiple target market approach-combined target market approach Segmentation: clustering people with similar needs into individual marketing segments Marketing Segmentation defines possible target markets-broad product market (or generic market) name goes here (the bicycle-riders product market) Submarket 1 (Exercise) Submarket 2 (off-road adventurers) Submarket 3 (transportation riders) Submarket 4 (Socializers) Submarket 5 (Environmentalists)...
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This note was uploaded on 04/06/2008 for the course MKT 320F taught by Professor Miller during the Spring '08 term at University of Texas at Austin.
- Spring '08