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Market segmentation - Wharton Faculty Platform

CHAPTER 11 Market segmentationYORAM (JERRY) WIND and DAVID R. BELLAll markets are heterogeneous. This is evident fromobservation and from the proliferation of popularbooks describing the heterogeneity of local andglobal markets. Consider, for example, The NineNations of North America(Garreau, 1982), Latitudesand Attitudes: An Atlas of American Tastes, Trends,Politics and Passions(Weiss, 1994) and MasteringGlobal Markets: Strategies for Today s Trade Globalist(Czinkota et al.)

ated positioning to meet the evolving needs of the target segments. Finally, the product positioning provides the foundation for the rest of the market-ing strategy and the processes, resource allocation decisions and other activities of the firm. Numerous published and unpublished case studies attest to the value of segmentation. For example ...

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