Market segmentation

Preface. The importance of market segmentation. Marketing complex. Segmentation definitions. Segmentation criteria. Customer/user characteristics. Consumer markets. Industrial Goods Markets. Product segmentation. Segmentation by Benefit. Vendor Segmentation. Contribution Targets. Segmentation techniques and product positioning. Attribute Sets. Market example. Product Positioning and differentiation. The validity and viability of market segmentation. Customer Profile Form.