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IMC Chapter 2

Horizontales
Dividing the market into distinct groups
Selecting one segment, attempts to capture large share of market
To interest wholesalers and retailers, in hopes for a purchase
To guide the allocation of its resources
Something a from does better than the competition
What a product means to consumers and what they experience from using it
Setting the brand apart from competitors on the basis of a specific benefit
Spending money on advertising directed towards consumer
Verticales
Areas with favorable demand trends
Marketing in a number of segments
The science of fitting a product into one or more markets