小威廉·D·佩罗-市场营销学基础（英文版·第18版）Chap004.pptVIP

Summary Overview Market segmentation is a two-step process. This process fails too often because marketers do not realize the complexities of consumer behavior and they attempt to categorize a market around too few consumer-related variables of distinction. Key Issues ? All customer needs: Marketers should break apart or disaggregate all customer needs. ? Generic market: a market with broadly similar needs and sellers offering various ways of satisfying those needs. Defining the market broadly can help the marketer to uncover some potential new opportunities. The marketer can then narro