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10 cards from this deck
Dividing market into groups with similar characteristics
Deciding which segment(s) to focus marketing efforts on
How consumers perceive your brand vs competitors
Segmentation → Targeting → Positioning
Age, gender, income, social class, geographical area
More effective marketing with clear, relevant messages
Overlooking other potentially profitable segments
Satisfying demands of small, specialised segments
Targeting entire market with standardised products
Product nature, competition levels, consumer needs
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