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Chapter Objectives
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After reading this chapter you should be able to:

  1. Explain what market segmentation is and when to use it.


  2. Identify the five steps involved in segmenting and targeting markets.


  3. Recognize the factors used to segment consumer and organizational markets.


  4. Develop a market product grid to identify a target market and recommend resulting actions.


  5. Explain how marketing managers position products in the marketplace.


  6. Describe three approaches to developing a sales forecast for an organization.







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