Case 3 - 1 The single target market approach segmenting the...

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1. Vix is considering a massive repackaging program in an attempt to expand their core audience beyond the current stronghold (with whom they are losing market share), target additional underserved markets, and increase their numbers to recover from declining CD sales. 2. Companies that are particularly successful at developing new goods and services seem to have one key trait in common: enthusiastic top-management support for new-product development. 3. There are three basic ways to develop market-oriented strategies in a broad product-market.
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Unformatted text preview: 1. The single target market approach - segmenting the market and picking one of the homogeneous segments as the firm's target market. 2. The multiple target market approach - segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix. 3. The combined target market approach - combining two or more submarkets into one larger target market as a basis for one strategy....
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