Accessible: the market segments can be effectively reached and served. Suppose a fragrance company finds that heavy
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● Accessible: the market segments can be effectively reached and served. Suppose a fragrance company finds that heavy users of its brand are single men and women who stay out late and socialise a lot. Unless this group lives or shops at certain places and is exposed to certain media, its members will be difficult to reach.
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Principles Of Marketing
ISBN: 9780985764807
2nd Scandinavian Edition
Authors: Armstrong Gary M. Armstrong; Anders Parment; Philip Kotler
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