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Marketing Implications

  • Hellmut Schütte
  • Deanna Ciarlante
Part of the International Marketing Series book series (ITMA)

Abstract

Market segmentation is the process of dividing a market into distinct groups of consumers with different characteristics, needs and behaviours. Among the various segments identified, the marketer selects one or more of the most attractive or suitable target groups, to which he will tailor appropriate activities within the marketing mix. The marketing mix activities in turn create a certain positioning of the product or service that is appealing to the targeted segment.

Keywords

Market Research Consumer Behaviour Foreign Firm Brand Equity Marketing Research 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Notes

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Copyright information

© Hellmut Schütte with Deanna Ciarlante 1998

Authors and Affiliations

  • Hellmut Schütte
  • Deanna Ciarlante

There are no affiliations available

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