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ChapterChapter 77 ThemesThemesfor Class Discussionfor Class Discussion

Targeting Attractive Market Targeting Attractive Market SegmentsSegments

Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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What’s a market?What’s a market?

What’s a market What’s a market segment?segment?

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How should market segments beHow should market segments bedefined? Three good ways to do it.defined? Three good ways to do it.

•• WhoWho the customers arethe customers are•• WhoWho the customers arethe customers are•• WhereWhere they arethey are•• HowHow they behave they behave

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What targeting strategies areWhat targeting strategies areavailable? When should each beavailable? When should each beused?used?

•• NicheNiche--market strategymarket strategy•• NicheNiche--market strategymarket strategy•• MassMass--market strategymarket strategy•• GrowthGrowth--market strategymarket strategy