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Basic Marketing, 10th Canadian Edition
Basic Marketing: A Global Managerial Approach, 10/e
Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University
Finding Target Markets through Segmentation

Chapter Objectives

When you finish this chapter, you should:

Know about defining generic markets and product markets.

Know what market segmentation is and how to segment product-markets into submarkets.

Know three approaches to choosing the target segment.

Know the dimensions that may be useful for segmenting markets.

Know what positioning is, and why it is useful.

Understand the important new terms (shown in the margins).




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