Chapter 8
Closing In On a Target: Market Segmentation
In This Chapter
◆ The benefits of market segmentation
◆ The four steps to market segmentation
◆ Selecting the right segment to market to
◆ Determining the value of trends and fads
The world consists of a dizzying array of people. You have probably realized that fact already based on the demographics, psychographics, and motivations that were the focus of Chapters 6 and 7. In a nutshell, there are far more kinds and types of people than you could ever hope to reach effectively.
What you must come to terms with is that you cannot possibly be all things to all people, no matter how hard you try. There are just too many people, and they are all very different from one another.
Enter market segmentation. ...
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