From Chapter 14, pp. 352--356, discuss how competitive forces today influence the target market decision. In your own words, discuss the various alternative ways to segment a market (End-use, Geographic, etc., and Benefit Segmentation). Explain the concept of micromarkets, using specific examples, with business examples and outside sources if possible. How do micromarkets relate to mass customization, such as with bicycle manufacturers?

ompetition today forces the overwhelming majority of companies to market new items to specific target groups. Markets are so complex that one product cannot come close to meeting all needs and desires. Iternative Ways to Segment a Market here may be thousands of ways that new product marketers use to target a specific market segment. Yet each of these can be classified into one of several categories. ind-Use ieographic, Demographic, and Psychographic Segmentation ansportation with plenty of room to carry bicycles, camping gear, and the like for a weekend getaway.. enefit Segmentation FIGURE 14.2 Joint Space Map Showing Ideal Points (from Figure 7.9)