Poor Segmentation, Biased Targeting

14 Sunday Feb 2010

Posted by Grewal Levy Marketing in Chapter 06: Consumer Behavior, Chapter 09: Segmentation, Targeting and Positioning, Chapter 10: Marketing Research, Chapter 11: Product Branding and Packaging Decisions, Chapter 18: Integrated Marketing Communications

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african american, biased segmentation, demographics, segmentation

When segmenting markets, many marketers rely on demographic information, such as age, gender, race, and income. By ignoring the last …

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