Ch7 Creating Value For Target Customers

Chapter Seven
Customer-Driven
Marketing Strategy:
Creating Value for Target
Customers
Copyright 2009 Pearson Education, Inc.

Publishing as Prentice Hall
Chapter 7- slide 1
Customer-Driven Marketing Strategy:

Creating Value for Target Customers
Topic Outline
Market Segmentation
Market Targeting
Differentiation and Positioning

Chapter 7- slide 2
Introduction
Companies today recognize that they cant
appeal to all buyers in the marketplace or
at least not to all buyers in the same way.
Buyers are too numerous, too widely
scattered and too varied in their needs
and buying practices.
Companies vary widely in their abilities to
serve different segments of the market.

Chapter 7- slide 3
Introduction
Most companies have moved away
from mass marketing and toward
target marketing- identifying
market segments, selecting one or
more of them, and developing
products and marketing programs
tailored to each.
Chapter 7- slide 4
Market Segmentation
Market segmentation is the
process that companies use to
divide large heterogeneous
markets into small markets that
can be reached more efficiently
and effectively with products and
services that match their unique
needs
Chapter 7- slide 5
Market Segmentation

Chapter 7- slide 6
Market Segmentation
The figure shows the four major steps
in designing a customer driven
marketing strategy, in the first two
steps, the company selects the
customer that it will serve.
In the final two steps , the company
decides on a value proposition , on how
it will create value for target
customers.
Chapter 7- slide 7
Market Segmentation
Differentiation involves actually
differentiating the firms market
offering to create superior customer
value.
Positioning consists of arranging for a
market offering to occupy a clear,
distinctive and desirable place relative
to the competing products in the minds
of target customers.
Chapter 7- slide 8
Market Segmentation
Segmenting consumer markets

Segmenting business markets
Segmenting international markets
Requirements for effective
segmentation

Chapter 7- slide 9
Market Segmentation
Segmenting Consumer Markets

Chapter 7- slide 10
Market Segmentation
Geographic segmentation divides

the market into different geographical
units such as nations, regions, states,
counties, cities or even neighborhoods.
A company may decide to operate in
one or a few geographical areas, or to
operate in all areas but pay attention to
geographical differences in needs and
wants.
Chapter 7- slide 11
Market Segmentation
Many companies today are localizing

their products, advertising, promotion
and sales effort to fit the needs of
individual regions, cities, and even
neighborhoods.
For example :one consumer products
company ships additional cases of low
calorie snack food to stores in
neighborhoods near(weight loss) clinics
Chapter 7- slide 12
Market Segmentation
Demographic
segmentation divides
the market into groups
based on variables such
as age, gender, family
size, family life cycle,
income, occupation,
education, religion, race,
generation, and
nationality
Chapter 7- slide 13
Market Segmentation
Demographic factors are the most

popular bases for segmenting
customer groups. One reason is that
consumer needs , wants, and usage
rates often vary closely with
demographic variables, another reason
is that demographics variables are
easier to measure than most other
types of the variables.
Chapter 7- slide 14
Market Segmentation
Marketers first define segments

using other bases such as benefits
sought or behavior, they must
know segment demographic
characteristics in order to assess
the size of the target market and
to reach it efficiently.
Chapter 7- slide 15
Market Segmentation
Age and life-cycle stage

segmentation is the process of
offering different products or using
different marketing approaches for
different age and life-cycle groups
Gender segmentation divides the
market based on sex (male or
female)
Chapter 7- slide 16
Market Segmentation
Gender segmentation has been long used
in clothing , cosmetics and magazines.
Many womens cosmetics makers have
begun marketing mens lines.
Nivea markets Nivea for men an
advance line of enriching skincare and
soothing aftershave products specially
designed for the active, healthy mens
lifestyle
Chapter 7- slide 17
Market Segmentation
A neglected gender segment can

offer new opportunities in markets
ranging from motorcycles to
Guitars

Chapter 7- slide 18
Market Segmentation
Marketers of products
and services such as
clothing, financial
services and travel have
long used income
segmentation
Income segmentation
divides the market into
affluent or low-income
consumers
Chapter 7- slide 19
Market Segmentation
Many companies target affluent

consumers with luxury goods and
convenience services.
For example: luxury hotels provide
amenities to attract specific groups
of affluent travelers such as
families.
Chapter 7- slide 20
Market Segmentation
However, not all the companies that

use income segmentation target the
affluent.
For example: when experts scout
locations for new pound and dollar
stores, they look for lower-middle class
neighborhoods where people wear less
expensive shoes and drive old cars that
drip a lot of oil.
Chapter 7- slide 21
Market Segmentation
Psychographic segmentation
divides buyers into different groups
based on social class, lifestyle, or
personality traits
Marketers often segment their
markets by consumer lifestyles and
base their marketing strategies on
lifestyle appeals.
Chapter 7- slide 22
Market Segmentation
Behavioral
segmentation divides
buyers into groups based
on their knowledge,
attitudes, uses, or
responses to a product
Many marketers believe
that behavioral variables
are the best starting
point for building market
segments.
Chapter 7- slide 23
Market Segmentation
Occasions
Benefits sought
User status
Usage rate
Loyalty status

Chapter 7- slide 24
Occasions
Buyers can be grouped according to
the occasions when they get the idea
to buy, actually make their purchase,
or use the purchased item.
Occasion segmentation can help firms
build up product usage
For example, most consumers drink
orange juice in the morning but
orange growers have promoted
drinking orange juice as a cool
refresher at other times of the day.
Chapter 7- slide 25
Occasions
Some holidays such as the
mothers day was originally
promoted partly to increase the
sale of candy, flowers, cards and
other gifts.
Many marketers prepare special
offers and ads for holiday
occasions.
Chapter 7- slide 26
Benefits Sought
A powerful form of segmentation is to
group buyers according to the different
benefits that they seek from the
product
Benefit segmentation requires finding
the major benefits people look for in
the product class, the kinds of people
who look for each benefit, and the
major brands that deliver each benefit.
Chapter 7- slide 27
Benefits Sought
For example: Champion athletic
wear segments its markets
according to the benefits that
different consumers seek from
their active wear , consumers seek
a balance between function and
style.
Chapter 7- slide 28
User status
Markets can be segmented into nonusers,
ex-users , potential users, first time users
and regular users of the product
Marketers want to reinforce and retain
regular users, attract targeted nonusers ,
and reinvigorate relationships with
exusers.
Included in the potential user group are
consumers facing life- stage changes such
as new parents
Chapter 7- slide 29
Usage Rate
Markets can also be segmented into
light , medium , and heavy product users.
Heavy users are often a small percentage
of the market but account for a high
percentage of total consumption
For example : Burger king targets what it
calls super fans, they eat at burger
king an average of 16 times a month

Chapter 7- slide 30
Loyalty status
A market can also be segmented by
consumer loyalty.
Consumers can be loyal to brands ,
stores , and companies
Buyers can be divided into groups
according to their degree of loyalty
Some consumers are completely
loyal, they buy one brand all the time.
Chapter 7- slide 31
Loyalty status
Other consumers are somewhat loyal ,
they are loyal to two or three brands of
a given product or favor one product
while sometimes buying others.
Still other buyers show no loyalty to
any brand. They either want
something different each time they
buy or they buy whatevers on sale.
Chapter 7- slide 32
Conclusion
A company can learn a lot by analyzing
loyalty patterns in its market
Studying less loyal buyers, the company
can detect which brands are most
competitive with its own
By looking at customers who are shifting
away from its brand, the company can
learn about its marketing weakness.
Chapter 7- slide 33
Market Segmentation
Using Multiple Segmentation Bases
Multiple segmentation:
Marketers rarely limit their segmentation
analysis to one or a few variables. Rather ,
they often use multiple segmentation bases
in an effort to identify smaller, better defined
target groups
* Several business information services
provide multivariable segmentation systems
that merge geographic, demographic ,
lifestyle and behavioral data to help in
Copyrightsegmenting
2010 Pearson Education,
theInc.markets
Chapter 7- slide 34
Market Segmentation
Geodemographic segmentation
is an example of multivariable
segmentation that divides groups
into consumer lifestyle patterns

Chapter 7- slide 35
Market Segmentation
Using Multiple Segmentation Bases
PRIZM NE classifies every

American household into 66
unique segments organized
into 14 different social groups.
These groups segment people
and locations into marketable
groups of like-minded
consumers that exhibit unique
characteristics and buying
behavior based on a host of
demographic factors
Chapter 7- slide 36

Consumer and business marketers
use many of the same variables to
segment their markets.
Business buyers can be segmented
geographically, demographically or
by benefits sought, user status,
usage rate, and loyalty status.
Chapter 7- slide 37

Business marketers also use some
additional variables such as customer
, operating characteristics,
purchasing approaches, situational
factors, and personal characteristics.
By going after segments instead of
the whole market, companies can
deliver just the right value proposition
to each segment served and capture
more value in return.
Chapter 7- slide 38
Which of the following is not a way to

segment consumer markets?
1.
2.
3.
4.
Geographic
Psychographic
Demographic
Derived demand

Chapter 7- slide 39
Which of the following is not a way to

segment consumer markets?
1.
2.
3.
4.
Geographic
Psychographic
Demographic
Derived demand

Chapter 7- slide 40
Dividing a market based on consumer

attitude, use, or response to a
product is called ________
segmentation.
1.
2.
3.
4.
occasion
psychographic
behavioral
market

Chapter 7- slide 41
Dividing a market based on consumer

attitude, use, or response to a
product is called ________
segmentation.
1.
2.
3.
4.
occasion
psychographic
behavioral
market

Chapter 7- slide 42
A marketer selling different offerings in

different communities would be using
________ segmentation.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral

Chapter 7- slide 43
A marketer selling different offerings in

different communities would be using
________ segmentation.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral

Chapter 7- slide 44
Marketers selling luxury cars often use

income as a segmenting variable.
Income is one component of ________
segmentation.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral

Chapter 7- slide 45
Marketers selling luxury cars often use

income as a segmenting variable.
Income is one component of ________
segmentation.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral

Chapter 7- slide 46
Many marketers believe that ________

variables are the best starting point
for building market segments.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral

Chapter 7- slide 47
Many marketers believe that ________

variables are the best starting point
for building market segments.
1.
2.
3.
4.
geographic
psychographic
demographic
behavioral

Chapter 7- slide 48
Market Segmentation
Segmenting International markets

Chapter 7- slide 49

Few companies have either the
resources or the will to operate in all ,
or even most, of the countries that
dot the globe, although some large
companies sell products in more than
200 countries such as ( Coca- Cola)
Operating in many countries presents
new challenges.
Chapter 7- slide 50

Different countries, even those that are
closer together, can vary greatly in their
economic, cultural, and political make
up.
International firms need to group their
world markets into segments with
distinct buying needs and behaviors
Companies can segment international
markets using one or a combination of
several variables
Chapter 7- slide 51

Marketers can segment the market by
the geographic location, grouping
countries by regions such as Western
Europe, Pacific Rim, the Middle East or
Africa .
Geographic segmentation assumes
that nations close to one another will
have many common traits and
behaviors
Chapter 7- slide 52

World markets can also be segmented
on the basis of economic factors . For
example countries might be grouped
by population income levels or by their
overall level of economic development.
A countrys economic structure shapes
its populations product and service
needs, and therefore, the marketing
opportunities it offers
Chapter 7- slide 53

Countries can be segmented by
political and legal factors such as the
type and stability of government,
monetary regulations and the amount
of bureaucracy.
Cultural factors can also be used,
grouping markets according to the
common languages, religions, values
and attitudes.
Chapter 7- slide 54
Market Segmentation
Segmenting Business Markets
Intermarket segmentation divides

consumers into groups with similar needs
and buying behaviors even though they
are located in different countries.
Coca cola is the official sponsor of
American Idol, the countrys no.1
television show. In the Middle East
commercial features Arab pop star such
as Nancy Ajram
Chapter 7- slide 55
Mercedes Benz targets the worlds well-todo and IKEA targets the aspiring global
middle class. These companies are
involved with ________ segmentation.
1.
2.
3.
4.
positioning
differentiation
intermarket
lifecycle

Chapter 7- slide 56
Mercedes Benz targets the worlds well-todo and IKEA targets the aspiring global
middle class. These companies are
involved with ________ segmentation.
1.
2.
3.
4.
positioning
differentiation
intermarket
lifecycle

Chapter 7- slide 57
Market Segmentation
Requirements for Effective Segmentation
To be useful, market segments

must be:

Chapter 7- slide 58
Requirements for Effective

Segmentation
Measurable: the size, purchasing
power, and profiles of the segments can
be measured, certain segmentation
variables are difficult to measure.
For example: there are many left
handed people in the world, yet few
products are targeted toward them. The
main problem maybe that the segment
is hard to identify and measure.
Chapter 7- slide 59

Segmentation
Accessible : the market segments can
be effectively reached and served.
For example : a fragrance company
finds that heavy users of its brand are
single men and women who stay out
late and socialize a lot. Unless this
group shops at certain places and is
exposed to certain media, it members
will be difficult to reach.
Chapter 7- slide 60

Segmentation
Substantial: the market segments are
large or profitable enough to serve. A
segment should be the largest possible
homogenous group worth pursuing
with a tailored marketing program
For example: for an automobile
manufacturer to develop cars
especially for people whose height is
greater than 7 feet
Chapter 7- slide 61

Segmentation
Differentiable : the segments are
conceptually distinguishable and
respond differently to different
marketing mix elements and programs
For example : if married and
unmarried women respond similarly to
a sale on perfume, they dont
constitute separate segments.
Chapter 7- slide 62

Segmentation
Actionable: effective programs
can be designed for attracting and
serving the segments.
For example: although one small
airline identified seven market
segments, its staff was too small to
develop separate marketing
programs for each segment.
Chapter 7- slide 63
In order to be useful, market segments

need to be which of the following?
1.
2.
3.
4.
Differentiable
Accessible
Substantial
All of the above

Chapter 7- slide 64
In order to be useful, market segments

need to be which of the following?
1.
2.
3.
4.
Differentiable
Accessible
Substantial
All of the above

Chapter 7- slide 65
Market Targeting
Selecting Target Market Segments
Target market consists of a set of

buyers who share common needs or
characteristics that the company
decides to serve
Market segmentation reveals the
firms market segment opportunities.
The firm has to evaluate the various
segments and decide how many and
which segments it can serve best.
Chapter 7- slide 66
Market Targeting
Evaluating Market Segments
In evaluating different market

segments, a firm must look at
three factors:
1.Segment size and growth
2.Segment structural attractiveness
3.Company objectives and resources

Chapter 7- slide 67
Evaluating Market Segments

The company must first collect and
analyze data on current segment
sales, growth rates and expected
profitability for various segments,
the firm will be interested in
segments that have the right size
and growth characteristics.
Chapter 7- slide 68
Evaluating Market
Segments
1. Segment size and Growth
Right size and growth is a relative

matter. The largest, fastest growing
segments are not always the most
attractive ones for every company.
Smaller companies may lack the
skills and resources needed to serve
the larger segments, or they may
find these segments too competitive.
Chapter 7- slide 69
Evaluating Market
Segments
1. Segment size and Growth
Such companies may target

segments that are smaller and less
attractive, in an absolute sense,
but that are more profitable for
them

Chapter 7- slide 70
Evaluating Market
Segments
2. Segment structural attractiveness
The company also needs to examine

major structural factors that affect long
run segment attractiveness.
For example , the segment is less
attractive if it already contains many
strong and aggressive competitors
The existence of many actual or
potential substitute products may limit
prices and the profit that can be earned
in a segment
Chapter 7- slide 71
Evaluating Market
Segments
2. Segment structural attractiveness
The power of buyers affects segment
attractiveness, buyers with strong
bargaining power relative to sellers will
try to force prices down, demand more
services and set competitors against
one another
A segment may be less attractive if it
contains powerful suppliers who can
control prices or reduce the
quality/quantity of ordered goods and
services
Chapter 7- slide 72
Evaluating Market
Segments
3.Company objectives and resources
Some attractive segments can be

dismissed quickly because they dont
mesh with the companys long run
objectives, or the company may lack
the resources and skills needed to
succeed in an attractive segment.
A company should enter only segments
in which it can create superior
customer value
Chapter 7- slide 73
Which of the following structural factors is

not related to a segments
attractiveness?
1. The presence of strong competitors in the
segment.
2. The existence of potential substitute
products.
3. The lack of raw materials.
4. A number of powerful suppliers.

Chapter 7- slide 74
Which of the following structural factors is

not related to a segments
attractiveness?
1. The presence of strong competitors in the
segment.
2. The existence of potential substitute
products.
3. The lack of raw materials.
4. A number of powerful suppliers.

Chapter 7- slide 75
Market Targeting
Target Marketing Strategies

Chapter 7- slide 76
Market Targeting
Undifferentiated marketing
Undifferentiated: marketing targets

the whole market with one offer
Mass marketing
Focuses on common needs rather than
whats different
The company designs a product and a
marketing program that will appeal to
the largest numbers of buyers
Chapter 7- slide 77
Market Targeting
Undifferentiated marketing
Most modern marketers have strong

doubts about this strategy
Difficulties arise in developing a product
or brand that will satisfy all consumers.
Moreover, mass marketers often have
trouble competing with more focused
firms that do a better job of satisfying
the needs of specific segments and
niche.
Chapter 7- slide 78
Market Targeting
Differentiated marketing
Differentiated marketing targets

several different market segments
and designs separate offers for
each
Goal is to achieve higher sales and
stronger position
More expensive than
undifferentiated marketing
Chapter 7- slide 79
When using a(n) ________ marketing (massmarketing) strategy, a firm decides to

ignore market segment differences and
target the whole market with one offer.
1.
2.
3.
4.
differentiated
undifferentiated
positioning
segmentation

Chapter 7- slide 80
When using a(n) _____ marketing (massmarketing) strategy, a firm decides to

ignore market segment differences and
target the whole market with one offer.
1.
2.
3.
4.
differentiated
undifferentiated
positioning
segmentation

Chapter 7- slide 81
Market Targeting
Target Market Strategies
Concentrated marketing
targets a small share of
a large market
Limited company
resources
Knowledge of the
market
More effective and
efficient
Chapter 7- slide 82
Marketing Targeting
Micromarketing is the practice of

tailoring products and marketing
programs to suit the tastes of
specific individuals and locations
Local marketing
Individual marketing

Chapter 7- slide 83
Market Targeting
Local marketing involves tailoring

brands and promotion to the needs
and wants of local customer
groups
Cities
Neighborhoods
Stores
Chapter 7- slide 84
Market Targeting
involves tailoring
products and marketing
programs to the needs
and preferences of
individual customers
Also known as:
One-to-one marketing
Mass customization
Markets-of-one marketing
Chapter 7- slide 85
This type of micromarketing is also

known as one-to-one marketing or
mass customization.
1.
2.
3.
4.
Local marketing
Tailored marketing
Niche marketing

Chapter 7- slide 86
This type of micromarketing is also

known as one-to-one marketing or
mass customization.
1.
2.
3.
4.
Local marketing
Tailored marketing
Niche marketing

Chapter 7- slide 87
Market Targeting
Choosing a Target Market
Depends on:
Company resources
Product variability
Product life-cycle stage
Market variability
Competitors marketing strategies
Chapter 7- slide 88
Market Targeting
Socially Responsible Target Marketing
Benefits customers
with specific needs
Concern for vulnerable
segments
Children
Alcohol
Cigarettes
Internet abuses
Chapter 7- slide 89
If a beer manufacturer were to place a

commercial on a TV show that was
predominantly viewed by children, it
could be considered using ________.
1.
2.
3.
4.
socially irresponsible targeting

socially responsible targeting
adult targeting
niche targeting

Chapter 7- slide 90
If a beer manufacturer were to place a

commercial on a TV show that was
predominantly viewed by children, it
could be considered using ________ .
1.
2.
3.
4.
socially irresponsible targeting

socially responsible targeting
adult targeting
niche targeting

Chapter 7- slide 91

Product position is the
way the product is
defined by consumers
on important attributes
the place the product
occupies in consumers
minds relative to
competing products
Perceptions
Impressions
Feelings

Chapter 7- slide 92

Positioning
maps show
consumer
perceptions of
their brands
versus
competing
products on
important
buying
dimensions
Chapter 7- slide 93

Choosing a Differentiation and Positioning Strategy
Identifying a set of possible

competitive advantages to build a
position
Choosing the right competitive
advantages
Selecting an overall positioning
strategy
Developing a positioning statement

Chapter 7- slide 94
A products ________ is the way the

product is defined by consumers on
important attributes relative to the
competition.
1.
2.
3.
4.
image
equity
position
value

Chapter 7- slide 95
A products ________ is the way the

product is defined by consumers on
important attributes relative to the
competition.
1.
2.
3.
4.
image
equity
position
value

Chapter 7- slide 96

Identifying Possible Value Differences and Competitive Advantage
Competitive advantage is an
advantage over competitors
gained by offering consumers
greater value, either through lower
prices or by providing more
benefits that justify higher prices
Chapter 7- slide 97

Choosing a Differentiation and Positioning Strategy
Identifying a set of possible

competitive advantages to
build a position by providing
superior value from:

Chapter 7- slide 98
A firm that practices ________

differentiation gains competitive
advantage by the way it designs its
channel coverage.
1.
2.
3.
4.
services
product
people
channel

Chapter 7- slide 99
A firm that practices ________

differentiation gains competitive
advantage by the way it designs its
channel coverage.
1.
2.
3.
4.
services
product
people
channel

Chapter 7- slide 100

Choosing the Right Competitive Advantage
Difference to promote should be:


Selecting an Overall Positioning Strategy
Value
proposition
is the full mix
of benefits
upon which a
brand is
positioned

Developing a Positioning Statement
To (target segment and need) our

(brand) is (concept) that (point of
difference)
Web link
Communication and Delivering the

Chosen Position
Choosing the
positioning is
often easier
than
implementing
the position.

What is the first step in target

marketing?
1.
2.
3.
4.
Market positioning
Market segmentation
Target marketing
None of the above

What is the first step in target

marketing?
1.
2.
3.
4.
Market positioning
Market segmentation
Target marketing
None of the above

Which of the following steps of target

marketing takes into account
competitors offerings to the market?
1.
2.
3.
4.
Market positioning
Market segmentation
Market targeting
All of the above

Which of the following steps of target

marketing takes into account
competitors offerings to the market?
1.
2.
3.
4.
Market positioning
Market segmentation
Market targeting
All of the above


Ch7 Creating Value For Target Customers

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Chapter Seven

Copyright 2009 Pearson Education, Inc.

Customer-Driven Marketing Strategy:

Copyright 2010 Pearson Education, Inc.

Copyright 2010 Pearson Education, Inc.

Copyright 2010 Pearson Education, Inc.

Segmenting consumer markets

Copyright 2010 Pearson Education, Inc.

Copyright 2010 Pearson Education, Inc.

Geographic segmentation divides

Many companies today are localizing

Demographic factors are the most

Marketers first define segments

Age and life-cycle stage

A neglected gender segment can

Copyright 2010 Pearson Education, Inc.

Many companies target affluent

However, not all the companies that

Copyright 2010 Pearson Education, Inc.

Copyright 2010 Pearson Education, Inc.

Copyright 2010 Pearson Education, Inc.

PRIZM NE classifies every

Segmenting business markets

Segmenting business markets

Which of the following is not a way to

Copyright 2010 Pearson Education, Inc.

Which of the following is not a way to

Copyright 2010 Pearson Education, Inc.

Dividing a market based on consumer

Copyright 2010 Pearson Education, Inc.

Dividing a market based on consumer

Copyright 2010 Pearson Education, Inc.

A marketer selling different offerings in

Copyright 2010 Pearson Education, Inc.

A marketer selling different offerings in

Copyright 2010 Pearson Education, Inc.

Marketers selling luxury cars often use

Copyright 2010 Pearson Education, Inc.

Marketers selling luxury cars often use

Copyright 2010 Pearson Education, Inc.

Many marketers believe that ________

Copyright 2010 Pearson Education, Inc.

Many marketers believe that ________

Copyright 2010 Pearson Education, Inc.

Copyright 2010 Pearson Education, Inc.

Segmenting international markets

Segmenting international markets

Segmenting international markets

Segmenting international markets

Segmenting international markets

Intermarket segmentation divides

Copyright 2010 Pearson Education, Inc.

Copyright 2010 Pearson Education, Inc.

To be useful, market segments

Copyright 2010 Pearson Education, Inc.

Requirements for Effective

Requirements for Effective

Requirements for Effective

Requirements for Effective

Requirements for Effective

In order to be useful, market segments

Copyright 2010 Pearson Education, Inc.