Segmenting a market

Can market segmentation be taken too far?

What are the potential disadvantages of over segmenting a market?

What strategy might a firm pursue when it believes that the market has been broken into too many small segments?

1. Which variables or descriptors might be most appropriate for segmenting the market for the following products and services? Explain your reasoning.

a breakfast cereals

b personal computers (PCs)

c software, games for PCs

d lawnmowers

e photocopiers

f wind turbines.

2. Explain the idea of positioning and why products are repositioned periodically.


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