Market Segmentation
Gebundenes Buch

Market Segmentation

Concepts and Methods

Herausgeber: Gordon, Leesa
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Market segmentation is a commonly used marketing term that refers to the act of aggregating prospective buyers into groups or segments with common needs who respond to marketing actions in a similar manner. It enables the companies to target different categories of consumers who recognize the full value of certain products and services differently from each other. Homogeneity, distinction and reaction are the three factors based on which a company identifies the different market segments. Some market segmentation strategies include targeting a group geographically, demographically (by age or g...