Continue building your marketing scrapbook
As you studied buyer behaviour, we prompted you to start building a marketing scrapbook or marketing diary. You can jump back to review the guidance.
Add evidence of and reflections about market segmentation to your marketing scrapbook.
As you read about market segmentation, do not forget to keep adding to your marketing scrapbook:
• Can you infer the nature of the market segments that organisations are targeting? It is not just marketing communications that will give hints, but also store location, store layout, approach to service, etc.
• Which concepts that you read in this chapter help you infer those segment definitions?
As you add to your marketing scrapbook, you should find yourself drawing on insights from your earlier reading, and thinking more clearly about the topics you read earlier. This is a natural consequence of constantly trying to apply your developing understanding of marketing to make sense of the marketing practises you see around you.
