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Chapter Outline
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Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy, 166

The Market Segmentation Process, 168
Segmenting the Consumer Market: Finding the Right Niche, 169
Psychographic Segmentation, 177
Segmenting Business and Government Markets: Understanding Organizational Buying Behavior, 180
Aggregating Market Segments, 183
The Target Marketing Process, 184
Target Market Selection, 184
The Marketing Mix: A Strategy for Matching Products to Markets, 186
Advertising and the Product Element, 188
Product Life Cycles, 188
Product Classifications 190
Product Positioning, 190
Product Differentiation, 191
Product Branding, 192
Product Packaging, 193
Advertising and the Price Element, 195
Key Factors Influencing Price, 195
Advertising and the Distribution (Place) Element, 195
Direct Distribution, 197
Indirect Distribution, 197
Vertical Marketing Systems: The Growth of Franchising, 200
Advertising and the Communication (Promotion) Element, 200
Personal Selling, 200
Advertising, 201
Direct Marketing, 201
Public Relations, 201
Collateral Materials, 201
Sales Promotion, 201
The Marketing Mix in Perspective, 203





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