Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 13

Your marketing plan needs a market-product grid to ( a ) focus your marketing efforts and ( b ) help you create a forecast of sales for the company. Use this step:
Define the market segments (the rows in your grid) using the bases of segmentation used to segment consumer and organizational markets.