Chapter 6Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 6
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into market segments
and business markets
Describe the elements
Explain advertising’s role
1. Identify people with
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Business, Government, & Industry
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The Target Marketing Process
2. Use the 4Ps of the marketing mix to shape a
product concept for the market
1. Select a target market from the market
segments identified
Target Market Selection
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