Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz

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Psychographic segmentation. Visit the websites of Caterpillar, Hilton Hotels, and PepsiCo. How does each firm employ psychographic segmentation (such as the VALS approach) to the marketing of its products? Is there a relationship between the use of psychographic segmentation and the types of products sold by each firm? www.cat.com www.hilton.com www.pepsico.com