MARKETING

Marketing

Marketing

One-to-one marketing is a philosophy based on the idea that an ideal size for a target market is one customer. Traditionally, one of the most important tasks for a marketer is the process of segmentation and targeting. Segmentation is the process of breaking a large heterogeneous group of potential customers into small, homogeneous groups of buyers with similar needs, characteristics, or behaviors who might respond to a unique marketing mix (Perrault, 2006). Targeting, in contrast, is the process of choosing which of those segments is the most attractive, given the company's distinct competencies.

Marketing mix includes four major elements of marketing: ...