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Concept Checks
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1

Market segmentation involves aggregating prospective buyers into groups that have two key characteristics. What are they?
 
2

What is product differentiation?
 
3

The process of segmenting and targeting markets is a bridge between which two marketing activities?
 
4

What are some of the variables used to segment consumer markets?
 
5

What are some criteria used to decide which segments to choose for targets?
 
6

Why is usage rate important in segmentation studies?
 
7

What is cross tabulation?
 
8

What are some advantages to cross tabulations?
 
9

Why do marketers use perceptual maps in product positioning decisions?
 





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