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Published in:
1998 | OriginalPaper | Chapter
Marketing Implications
Authors : Hellmut Schütte, Deanna Ciarlante
Published in: Consumer Behaviour in Asia
Publisher: Palgrave Macmillan UK
Included in: Professional Book Archive
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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.