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13 May, 2016 - 13:23
  • What makes the concept of market segmentation different from that of product differentiation?
  • What are the advantages that market segmentation has over aggregate or mass marketing?
  • What criteria would you use to determine whether the toothpaste market should be grouped into a "drinker's toothpaste" segment? A "business person's toothpaste" segment?
  • Why is demographic segmentation alone not always a sufficient means of target market identification? Suggest a better method.
  • Assume that you have been hired by a film to segment the market for replacement tires. What segmentation bases would you use? What pitfalls should you be suspicious of?
  • List the steps in the market segmentation process.
  • Describe the means by which industrial reseller markets can be segmented.
  • Segmentation is really an aggregation process. Explain.
  • Is a multi-base segmentation approach always better than the use of a single segmentation base?
  • Do you think that there are distinct market segments for personal computers? If so, what are the characteristics? If not, why not?