Because markets tend to be homogenous,developing a marketing segmentation strategy is typically done only by highly diversified firms such as Coca Cola.

Question

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Even firms selling only one type of product or service need to be aware of the importance of market segmentations. Markets are rarely homogeneous with regard to the product benefits they seek, price levels they can afford, their distribution types, locations and promotional messages. Consumers are unique individuals and, therefore, differ in their responses towards product features or benefits.

Because Markets Tend to Be Homogenous,developing a Marketing Segmentation Strategy