Question

Marketing Research, Consumer Behaviour, or Market Segmentation, locate and read an article from a professional journal or newspaper that relates to the weekly topic. Then, post a short (1 paragraph) review of the article. You should discuss how the article applies to marketing management . Remember to include a reference to the source.

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This report analyzes the article by Goyat (2011) which discusses the base on which market segmentation should be done. Kotler (2012) defines market segmentation as a strategy in which the target market is divided into smaller segments which have similar characteristics so that similar marketing mixes can be used to cater to the needs and wants of that market segment. The Internet has increased the bargaining power of buyers and the ‘one-size-fits-all’ approach does not hold in this competitive environment. Catering to customer needs in...

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