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Authors:
Published by:
Harvard Business Publishing (2006)
Chapter from:
"Marketer's Toolkit: The 10 Strategies You Need to Succeed"
Length:
17 pages

Abstract

Market segmentation is required for firms to reach most effectively a customer base likely to purchase goods and services that are then positioned to attract them. Demographics, income level, behavior, interests, affiliation, and occupation are among the most common factors of segmentation, although multifactor segmentation homes in on the customer base most deserving of marketing resources. This chapter is excerpted from ‘Marketer's Toolkit: The 10 Strategies You Need to Succeed'.

Topics

Market positioning; Market segmentation; Market selection; Marketing

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