Lecture Marketing management: Chapter 8 - Phillip Kotler, Kevin Lane Keller
Lecture Marketing management: Chapter 8 - Phillip Kotler, Kevin Lane Keller
Chapter 8 - Identifying market segments and targets. In this chapter, we will address the following questions: What are the different levels of market segmentation? In what ways can a company divide a market into segments? What are the requirements for effective segmentation? How should business markets be segmented? How should a company choose the most attractive target markets?