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Introduction To Marketing

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Basic Market-Preference Patterns

(a) Homogeneous(a) Homogeneous

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Bases for Segmenting Consumer Markets

Occasions, Benefits,

Uses, or Attitudes

Behavioral

Geographic

Region, City or MetroSize, Density, Climate Demographic

Age, Gender, Family sizeand Fife cycle, Race,Occupation, or Income ...

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Segment-by-Segment Invasion Plan

Customer GroupsCustomer GroupsTruckersTruckersRailroadsRailroadsAirlinesAirlines

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ProductVarieties

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