PART I: INTRODUCTION PART I: INTRODUCTION 1-2 CHAPTER CHAPTER 1 1 CONSUMER CONSUMER BEHAVIOR AND BEHAVIOR AND MARKETING MARKETING STRATEGY STRATEGY 1-3 Consumer Behavior In The News Consumer Behavior In The News Segmenting the Automobile Market Segmenting the Automobile Market J.D. Powers Examined Car-Buyer Segments. J.D. Powers Examined Car-Buyer Segments. Can You Predict the Market for Each Brand? Can You Predict the Market for Each Brand? Honda Civic Honda Civic Honda Accord Honda Accord Toyota Sienna Mini Van Toyota Sienna Mini Van Cadillac STS Cadillac STS Lexus LS 430 Lexus LS 430 Source: D. Kiley, “Sexy or ...
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