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Tag Archives: biased segmentation

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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

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

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Archived Articles by Chapter

  • Chapter 01: Overview of Marketing (81)
  • Chapter 02: Developing Marketing Strategies (152)
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  • Chapter 05: Analyzing the Marketing Environment (243)
  • Chapter 06: Consumer Behavior (203)
  • Chapter 07: Business-to-Business Marketing (91)
  • Chapter 08: Global Marketing (129)
  • Chapter 09: Segmentation, Targeting and Positioning (164)
  • Chapter 10: Marketing Research (109)
  • Chapter 11: Product Branding and Packaging Decisions (224)
  • Chapter 12: Developing New Products (197)
  • Chapter 13: Services: The Intangible Product (158)
  • Chapter 14: Pricing Concepts for Establishing Value (105)
  • Chapter 15: Strategic Pricing Concepts (109)
  • Chapter 16: Supply Chain Management (124)
  • Chapter 17: Retailing and Multichannel Marketing (222)
  • Chapter 18: Integrated Marketing Communications (172)
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  • Chapter 20: Personal Selling and Sales Management (65)
  • Marketing Tidbits (49)
  • Uncategorized (17)

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