126) What is market fragmentation? Why is market fragmentation of concern to marketers? 127) Explain the major steps in the target marketing process. 128) How do marketers use the assumption that “birds of a feather flock together”? 129) Compare and contrast the advantages and disadvantages of undifferentiated targeting, differentiated targeting, and concentrated targeting. 130) Explain how a computer company might use mass customization to meet the needs of its customers. 131) Explain the concept of positioning.
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