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Services Marketing, 2nd Edition by K. Mohana Rao

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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. ...

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