Marketing: Creating Value for Customers.


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Chapter 8 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Define market segmentation, and explain why marketers use it.

  2. Compare various approaches to serving markets, from mass marketing to micromarketing.

  3. Identify approaches to segmenting consumer markets.

  4. Identify approaches to segmenting organizational markets.

  5. Detail the steps in the market segmentation process.

  6. Describe the basic alternatives for positioning products.

  7. Discuss global issues related to market segmentation.





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