 | Chapter Objectives
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Chapter 9 - Objectives
- Explain what market segmentation is, when tuse it, and the five steps involved in segmentation.
- Recognize the different factors used tsegment consumer and organizational markets.
- Demonstrate the significance of heavy users in targeting markets.
- Develop a market-product grid tuse in segmenting and targeting a market.
- Describe how marketing managers position products in the marketplace.
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