• Summary
  • Contents
  • Subject index

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Segmentation
Segmentation

Segmentation is the process of dividing markets into groups of potential customers with similar needs. The purpose of doing this is to enable the firm to channel its scarce resources towards those who are most likely to benefit from the firm's products. Segmentation is closely linked with targeting, which is the act of choosing which segments to offer a product to.

Segmentation operates at four levels: mass marketing, segmented markets, niche marketing, and micromarketing. Mass marketing is almost impossible to achieve in the modern world, simply because the ‘one size fits all’ products are either already well established, or have no market ...

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