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- 2014
- Other Teaching and Training Material
Marketing Reading: Segmentation and Targeting
By: Sunil Gupta
This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then... View Details
Keywords: Behavioral Segmentation; Conjoint Analysis; Demographic Segmentation; Geographic Segmentation; Market Opportunities; Market Segmentation; Marketing; Marketing Strategy; Psychographic Segmentation; Unethical Marketing Practices; United States
Gupta, Sunil. "Marketing Reading: Segmentation and Targeting." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8219, 2014.
- September 1974 (Revised April 1975)
- Case
Ocean Spray Cranberries, Inc. (B)
A consumer attitude survey involving more than 1,000 cranberry users has been conducted. Multivariate statistical procedures including factor analysis, cluster analysis and multiple discriminant analysis have been employed to suggest four attitude segments in the... View Details
Keywords: Surveys; Product Positioning; Mathematical Methods; Consumer Behavior; Agriculture and Agribusiness Industry; Food and Beverage Industry
DeBruicker, F., and Jan-Erik Modig. "Ocean Spray Cranberries, Inc. (B)." Harvard Business School Case 575-040, September 1974. (Revised April 1975.)
- 16 Jan 2006
- Research & Ideas
What Customers Want from Your Products
Marketers have lost the forest for the trees, focusing too much on creating products for narrow demographic segments rather than satisfying needs. Customers want to "hire" a product to do a job, or, as legendary Harvard Business... View Details