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Targeted marketing involves a business selecting a group of customers and aiming its marketing efforts at those customers. Picking the appropriate targeted market is oftentimes the key first task in designing a marketing strategy. The company then needs to decide how to use the four elements of the marketing mix (i.e., product, price, place, and promotion) to deliver the good or service in the marketplace. This entry discusses the major parameters for segmenting targeted markets, as well as four major strategies used to target markets. The growth of online-targeted marketing is also reviewed, followed by a brief discussion of the ethics of targeted marketing, specifically focusing on the problems of omission and commission with respect to vulnerable populations.

Segmenting Targeted Markets

Targeted markets can be selected using ...

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