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Barringer 11

Barringer 11

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Published by Kannan Prakash

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Published by: Kannan Prakash on Feb 03, 2013
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08/20/2013

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©2010 Prentice Hall
11-1
Chapter 11
Unique MarketingIssues
Bruce R. BarringerR. Duane Ireland
 
©2010 Prentice Hall
11-2
Chapter Objectives
1 of 2
1.Explain the purpose of market segmentation.2.Describe the importance of selecting a target market.3.Explain why its important for a start-up to establisha unique position in its target market.4.Describe the importance of the ability to position a
company’s products on benefits rather than features.
 5.Illustrate the two major ways in which a companybuilds a brand.
 
©2010 Prentice Hall
11-3
Chapter Objectives
2 of 2
6.Identify the four components of the marketing mix.7.Explain the difference between a core product andan actual product.8.Contrast cost-based pricing and value-basedpricing.9.Explain the differences between advertising andpublic relations.10.Weigh the advantages and disadvantages of sellingdirect versus selling through intermediaries.

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