A concept in segmentation that can help marketers to

determine how to better match different products and

versions of products to different consumer groups based on

an understanding of what discretionary and nondiscretionary

allocations of funds they are able to make

A strategy that influences how a particular market segment

perceives a good or service in comparison with the

competition

A process of dividing a larger market into smaller pieces based

on one or more meaningfully shared characteristics

A strategy in which marketers evaluate the attractiveness of

each potential segment and decide in which of these groups

they will invest resources to turn them into customers

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