What is Market Segmentation

Assume you are in charge of marketing for a major airline (select the airline of your choice). You have a finite number of dollars to spend on marketing, and you have a potential target market that includes the entire United States. You have been asked by senior leadership to determine which marketing segments should be targeted to make the best use of the limited funds you have available.

A 2- to 3-page paper in APA format, explain how you would segment the market and provide a rationale to support your conclusions. Reference this week’s resources.

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