target market selection

Targeting Markets Tutorial

The first few sections of the Principles of Marketing Tutorials have introduced the basic concepts needed as a foundation for building a strong marketing program. In particular, we saw that the essential building blocks for creating a strong marketing program rests with marketing research and a deep understanding of customers. With this groundwork in place, …

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Criticisms of Marketing: Part 2

Marketing Discriminates in Customer Selection We will see later that a key to marketing success is to engage in a deliberate process that is intended to identify customers who offer marketers the best chance for satisfying organizational objectives. This method, called target marketing, often drives most marketing decisions, including product development and price setting. But …

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