SEGMENTATION AND POSITIONING CONCEPTS

Reflect on the automobile industry in your country of residence.

A.Decide on a segmentation approach for the automobile industry in your country of residence, identifying at least four different target market segments of that approach. Justify (from a marketing perspective) why your segmentation approach is an appropriate one, using the criteria in Figure 6.2

. Similar Enough Within the Group . Different Enough Between the Groups Large Enough . Measurable Market . Reachable Figure 6.2 Criteria for Effective Segmentation Approaches