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Suppose you were conducting a marketing analysis for a new textbook

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Suppose you were conducting a marketing analysis for a
new textbook about technology management. What would
you need to know to identify a market segment? How
would you make a needs assessment? What should be the
collection of services and products?
Solution
Marketing managers are continuously searching for
information about the people in their market. Many
managers can rattle off statistics about them, i.e., what
percentage are male, 18-24 years old, and like country
music. But do they really know who these consumers are,
what they want from a product or service, or the best
marketing strategy for them? They may not, because not
all consumers of a product or a service are the same;
distinct groups exist within a market, people who have
different motivations, attitudes, and desires. Segmentation
is an effective market research tool used to understand
complex categories of customers in an existing or
emerging market.
Uses of Segmentation in Research
Segmentation research is usually conducted with a

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Suppose you were conducting a marketing analysis for a new textbook about technology management. What would you need to know to identify a market segment? How would you make a needs assessment? What should be the collection of services and products? Solution Marketing managers are continuously searching for information about the people in their market. Many managers can rattle off statistics about them, i.e., what percentage are male, 18-24 years old, and like country music. But do they really know who these consumers are, what they want from a product or service, or the best marketing strat ...
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