TO DESCRIBE HOW MARKETERS use behavioral characteristics to cluster prospective customers into market segments. Because no product or service pleases everybody, marketers need to select specific target markets that offer the greatest sales potential. Thus, they can fine-tune their mix of product-related elements (the four Ps), including advertising, to match the needs or wants of the target market.
After studying this chapter, you will be able to:
Identify the various methods advertisers use to segment both consumer and business markets.
Explain the importance of aggregation to marketing and advertising.
Discuss how target marketing affects the firm's advertising strategy.
Describe the elements of the marketing mix and the role of advertising in the mix.
