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Record Label Marketing, 3rd Edition by Paul Allen, Tom Hutchison, Amy Macy, Clyde Philip Rolston

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Chapter 3Market Segmentation and Consumer Behavior

Contents

Markets and Market Segmentation

Market Segmentation

Target Markets

Consumer Behavior and Purchasing Decisions

High and Low-Involvement Decision Making

Decision-Making Process

Conclusion

Glossary

References

Before a marketing plan can be designed, it is necessary to fully understand the market—who your customers are. One should not make any marketing decisions until a thorough examination of the market is conducted. This chapter will explain how markets are identified, segmented, and how marketers learn to understand groups of consumers and their shopping behavior. We will conclude by looking at the process and some influences on the consumer’s decision-making process.

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