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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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Research: Marketing Segmentation Strategies of Multi-Product Firms « Research « Industry Resources « Downloads

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Version2003
Date postedNovember 30, -0001
Downloaded50 times
CategoriesResearch

Description

We analyze a multiproduct duopoly and ask whether firms should offer general purpose products or tailor their offerings to fit specific consumer needs. There are two effects of offering a targeted product: (i) if a c

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