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Essentials Of Marketing, 9/e
William D. Perreault, University of North Carolina at Chapel Hill
Focusing marketing strategy with segmentation and positioning

Video Concept Case - Renaissance Books

Watch the video for each concept case. Given the following terms, fill in the blanks for Questions 1 - 4.

market segmentbreakthrough opportunitycompetitive advantage
generic marketclustering techniquesdifferentiation
SWOT analysispositionedcombined target approach



1

Video 3-1 (1956.0K) My Romance Books did not invent books on tape. However in order to gain a My Romance used the voices of couples from day time soap operas as a form of .
2

Video 3-2 (2677.0K) At first, the producer wanted the soap stars to read books for children. But this was already saturated with competitors. Instead he used the to reach both soap opera fans and readers of romance novels.
3

Video 3-3 (705.0K) Using the producer found that both of these audiences are about relationships, and thus he his product accordingly.
4

Video 3-4 (1829.0K) In the the audience wants entertainment. By doing research, the producer discovered a and may have organized his findings into a .




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