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The Art and Science of MarketingMarketing for Marketing Managers$
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Grahame Dowling

Print publication date: 2004

Print ISBN-13: 9780199269617

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780199269617.001.0001

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Market Segmentation and Targeting

Market Segmentation and Targeting

Chapter:
(p.169) Chapter 6 Market Segmentation and Targeting
Source:
The Art and Science of Marketing
Author(s):

Grahame R. Dowling

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199269617.003.0006

This chapter examines market segmentation, one the basic ideas on which much of modern marketing is built. For most organizations, market segmentation is a primary way to search for and exploit market opportunities. Part A of this chapter describes three broad types of segmentation — corporate, product-market, and tactical. Part B examines product-market segmentation and strategic market selection. One of the key issues here is the issue of how many segments should organizations compete in. Part C examines tactical segmentation and targeting. The emphasis is to ‘get close to customers’ by developing an understanding of their needs, wants, and how they go about buying products and services.

Keywords:   market segmentation, targeting, target markets, product differentiation, product segmentation, specialization, tactical segmentation

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