Chapter 1
Zeroing In: What Is Target Marketing?
In This Chapter
◆ Target marketing defined
◆ The forces that make target marketing an appealing option
◆ The three Rs of target marketing
◆ The role of advertising in target marketing
Every business needs one thing to succeed: customers. Someone has to buy the products you sell or the services you offer. That’s simple enough.
But who are your customers? How do you persuade people to take time out of their busy day to come check out your business? Customers aren’t blank slates. They come to you with a history: stores where they like to shop, businesses they patronize, service providers they’ve worked with for years.
Attracting customers is difficult. The marketplace is crowded, and your competition ...
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