Segmentation offers multiple benefits for the company as consumers’ needs are explored in depth. Segmentation may be based on different variables/criteria. Press and Simms (2010), for example, present a benefit segmentation analysis of tooth whitening services. Khoo-Lattimore and Prayag (2015) offer several segmentation examples from the travel industry.
Address the following issues/questions:
Summary: This question belongs to marketing and discusses about segmentation and to evaluate variables used in consumer segmentation.
Total word count: 630Download Full Solution
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