Chapter 6, Problem 2ALC

Summary Introduction

To identify: The segmentation and targeting strategies of two footwear companies and determine a company that targets different segments and another company that targets only few segments.

Introduction:

Classifying the market into various smaller sections based on the buyer’s different needs and wants, characteristics, and behaviors is called market segmentation. This would help to reach buyers with various marketing strategies or product mixes. Marketing segmentation can be classified into “geographic, psychographic, demographic, and behavioral variables”.