Discussion | market segmenting, targeting, and positioning

After completing the assigned readings (Chapter 4: Market Segmenting, Targeting, and Positioning) answer the following discussion questions.

1. Why do firms often use more than one segmentation base?

2. Which of the segmenting strategies discussed in section 5.3 is the broadest? Which is the narrowest?

3. Why do companies position products? Also, why might an organization reposition a product?

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