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Principles of Marketing and E-commerce by Pearson
book

Principles of Marketing and E-commerce by Pearson

by Isita Lahiri, Sujit Kumar Ghosh
May 2024
Beginner content levelBeginner
472 pages
19h 53m
English
Pearson India
Content preview from Principles of Marketing and E-commerce by Pearson
54 Principles of Marketing
3.2 MARKET SEGMENTATION: CONCEPT
Market segmentation can be interpreted as breaking down a market into self-contained and relatively
homogeneous sub-groups of consumers, each possessing its own special requirements and characteris-
tics. This enables marketers to modify their output, advertising messages and promotional methods to
match the needs of a particular segment. Accurate segmentation allows marketers to pinpoint marketing
opportunities and tailor their activities to satisfy customer needs. A true market segment exhibits com-
mon needs that are completely different from those of other segments and responds similarly to a mar-
keter’s appeal. By segmenting a market, the marketer distinguishes one consumer ...
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Publisher Resources

ISBN: 9781299487246Publisher Website