7-1. What is market fragmentation, and what are its consequences for marketers?
7-2. What is a target marketing strategy?
7-3. What is market segmentation, and why is it an important strategy in today’s marketplace?
7.4. List and explain the major demographic characteristics frequently used in segmenting consumer markets.
7-5. Explain the process of consumer psychographic segmentation.
The case You Make the Call
7-24. What is the decision facing Subaru?
7-25. What factors are important in understanding this decision situation?
7-26. What are the alternatives?
7-27. What decision (s) do you recommend?
7-28. What are some ways to implement your recommendation?