Marketing Fundamentals


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Find one print advertisement that you believe is targeted at a particular segment. Develop a segmentation profile for one of the segments your product is targeting using the segmentation variables discussed in your textbook. What is the products marketing position? What is its point of differentiation? Tip. Login to the university research database called Business Source Premier. Search for an article by Yankelovich titled “Rediscovering market segmentation” in the Harvard Business Review for some interesting critical perspectives on segmentation.



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