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is a markeing management aid which refers to how customers thing about proposed and/or present brands in a market.
What should a marketing managers use when segmenting a broad-market?
The segments should be substantial-big enough to be profitable-and operational-useful for identifying customers and deciding on marketing mix variables. The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
A product-market is one
In which competing sellers offer physically or conceptually similar products.
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