广告英语精要教案Chap004..docVIP

Chapter 04 SEGMENTATION, TARGETING AND THE MARKETING MIX Objectives To describe how marketers use behavioral characteristics to cluster prospective customers into market segments. Because no product or service pleases everybody, marketers need to select specific target markets that offer the greatest sales potential. Thus, they can fine-tune their mix of product-related elements (the four Ps), including advertising, to match the needs or wants of the target market (p. 90). After studying this chapter, your students will be able to: Slide 4–2, 4-3 Describe the role of marketing in creatin