MM101

XLRI Jamshedpur - Xavier School of Management

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Complete Fundamentals of Segmentation in Marketing (references from MM by Kotler)

Complete Fundamentals of Segmentation in Marketing (references from MM by Kotler)
Summary • 41 pages • 2022

This master presentation covers the basics of Segmentation in Marketing. Through these notes, you will have complete knowledge of the following: 1. What is segmentation in marketing? 2. Why is segmentation important? 3. Different characteristics of marketing segmentation 4. Segmenting consumer markets on the basis of geographic, demographic, psychographic, and behavioural aspects 5. Attributes, Benefits and Values of a market segment 6. Criteria for segmentation of market with respect to...