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- How does each firm employ psychographic segmentation (such as the AIL statements and the VALS approach) to the marketing of its products? Is there a relationship between the use of psychographic segmentation and the types of products sold by each firm?H ow can target market segmentation help in effective marketing planning?How does market segmentation differ from market targeting?
- Why is selecting appropriate target markets importantfor an organization that wants to adopt the marketingconcept philosophy?What way is customer relationship management relevant in the current marketing environment ?.b) Define behavioural segmentation. Discuss the types of behavioural segmentation strategies a firm uses to segment the consumer market.
- Suggest and critically discuss a model that helps managers to decide to adopt an offensive or defensive marketing route. Support your answer with examples.How does a marketer obtain market information for marketing and management decision-making purposes?Explain what market segmentation is and when touse it