Discuss the major segmentation variables that companies use to segment the consumer markets.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
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4. "Companies cannot connect with all the customers in large, broad, or diverse
markets. They need to identify the market segments they can serve effectively. This
decision requires a keen understanding of consumer behavior and careful strategic
thinking about what makes each segment unique and different.
Discuss the major segmentation variables that companies use to segment the
consumer markets.
Transcribed Image Text:4. "Companies cannot connect with all the customers in large, broad, or diverse markets. They need to identify the market segments they can serve effectively. This decision requires a keen understanding of consumer behavior and careful strategic thinking about what makes each segment unique and different. Discuss the major segmentation variables that companies use to segment the consumer markets.
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