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ASSIGNMENT ESSENTIALS OF MARKETING BUS 400 Prepared for Mr. Jimmy Kelana Lecturer of Essentials of Marketing Prepared by Devi (B30611231) 5th April 2004 Kensington Institute Indonesia Market Segmentation is the process of dividing a market into direct groups of buyers who might require separate products or marketing mixes. There are several major bases for segmenting the market; they are geographic, demographic, psychographic and behavioral variables. Geographic segmentation Geographic segmentation calls for dividing the market into different geographical …

…interested; some want the product; and some intend to buy. The initial marketing effort should thus employ high awareness-building advertising and publicity using a simple message. In general, the marketing program must be adjusted to the changing distribution of buyer readiness. •<Tab/>Attitude People in market can be enthusiastic, positive, indifferent, negative or hostile about a product. In the situation such as political campaign, attitudes can be effective segmentation variables.