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Target Market Selection should consider: 1) The firm’s comparative strengths and weaknesses vis-à-vis competition given the target market’s purchase criteria. 2) The firm’s corporate goals and the fit of the segment with these goals. 3) The resources necessary to market successfully to the target segment. 4) The need for/availability of appropriate collaborators to market successfully. 5) The likely financial returns from the segment.

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“The set of activities comprising a firm’s marketing program”… TWELVE MIX ELEMENTS (Neil Borden of Harvard Business School 1991): 1) Merchandizing/ Product...