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Market Customization: Segmentation, Targeting, and Positioning Harvard Business School Press

Market Customization: Segmentation, Targeting, and Positioning

Harvard Business School Press

Published November 21st 2005
ISBN :
Kindle Edition
16 pages
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 About the Book 

This chapter shows that market segmentation is required for firms to most effectively reach a customer base likely to purchase goods and services that are positioned to attract them. Demographics, income level, behavior, interests, affiliation, andMoreThis chapter shows that market segmentation is required for firms to most effectively reach a customer base likely to purchase goods and services that are positioned to attract them. Demographics, income level, behavior, interests, affiliation, and occupation are among the most common factors of segmentation, although multifactor segmentation homes in on the customer base most deserving of marketing resources. This chapter is excerpted from Harvard Business Essentials: Marketers Toolkit.