Top 2 Concepts Chapter 8 Identifying Market Segment

This document discusses market segmentation and targeting. It explains that companies can divide markets into segments based on geography, demographics, psychographics, and behavior. Demographic segmentation variables include factors like age, gender, income, family size, occupation, religion and nationality. The document also provides an example of how Mead Johnson segments its market for infant nutritional products into different regions and age groups. Effective targeting requires identifying the right market segment and understanding their needs, benefits sought, and value.