 | Segmenting, Positioning and Forecasting Markets
After reading this chapter you should be able to:
- Explain what market segmentation is and when to use it.
- Identify the five steps involved in segmenting and targeting markets.
- Recognize the factors used to segment consumer and organizational markets.
- Develop a market product grid to identify a target market and recommend resulting actions.
- Explain how marketing managers position products in the marketplace.
- Describe three approaches to developing a sales forecast for an organization.
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