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Marketing Management, 4/e
Harper W Boyd
Orville C Walker, Jr
John W Mullins
Jean-Claude Larreche
Market Segmentation and Target Marketing: Clear Market focus leads to Marketing Breakthroughs

Chapter Overview

  • Marketers and entrepreneurs who find new and insightful ways to segment mature markets often uncover opportunities for uncontested market entry and rapid growth.
  • Sharply focused target marketing enables marketers to differentiate from mass-market leaders by giving consumers in a narrowly defined market segment what they want.
  • Focused market entry strategies conserve resources and facilitate early success.
  • The five-step procedure provided in this chapter identifies segments having the highest potential.
  • The market-attractiveness/competitive-position matrix is a useful analytical framework for deciding which markets or market segments to enter and from which to withdraw.







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