Principles of Marketing (16th Edition)
16th Edition
ISBN: 9780133795028
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 7, Problem 7.15VC
Summary Introduction
Case summary:
From 1926, Company BHC has been providing customers with unforgettable experiences on ocean-going vehicles in and around City B. Company BHC has focused on various customers with its different boats and services. Aiming to achieve success, Company BHC has distinguished the market into three different segments such as international customers, local customers, and domestic customers.
To discuss: The main variables focused by Company BHC in market segmentation.
Market segmentation:
Market segmentation is a strategy used in marketing that helps in classifying large segments into recognizable segments. The main purpose of market segmentation is to fulfill the expectations of buyers.
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Principles of Marketing (16th Edition)
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