List the types of potential segmenting dimensions, and explain which you would try to apply first, second, and third in a particular situation. If the nature of the situation would affect your answer, explain how.
Answer to relevant QuestionsExplain why segmentation efforts based on attempts to divide the mass market using a few demographic dimensions may be very disappointing. Explain how positioning analysis can help a marketing manager identify target market opportunities. Review the model in Exhibit 5-2 and then reread the Apple case at the beginning of this chapter. List and briefly describe specific points in the case that illustrate the model. In Exhibit 5-2 How should social class influences affect the planning of a new restaurant in a large city? How might the four Ps be adjusted? Some critics argue that the Foreign Corrupt Practices Act puts U.S. businesses at a disadvantage when competing in foreign markets with suppliers from other countries that do not have similar laws. Do you think that this is ...
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