8
Market Segmentation
LEARNING OBJECTIVES
After studying this chapter, you will be able to:
Understand the importance of market segmentation
Understand the bases for market segmentation
Understand the segmentation criteria and process
Understand the customization strategy
Soujanya Rammohan, a fresh B-school graduate, considered many options before deciding to offer “food-to-home” services. She intends to supply the three major meals—breakfast, lunch and dinner— and snacks to households. The plan is to have term-based customers by selling monthly, quarterly, half-yearly and annual cards to families. This service will help the families escape from kitchen-based investments and reduce the physical stress and strain associated with cooking. ...
Get Services Marketing, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
