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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 18: Marketing Segmentation and Micromarketing
- Provide examples of segmentation strategies by citing Colgate-Palmolive, General Motors, and American Express.
- Cite the advantages of market segmentation.
- Discuss the present trend away from mass marketing toward segmentation, providing examples from the airline and banking industries.
- Provide examples of benefit segmentation, behavioral segmentation, and segmentation by consumer characteristics.
- Cite the use of market segmentation for media selection, advertising, and distribution strategies.
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