Marketing: An Introduction (13th Edition)
Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 4, Problem 4.17VC

What kinds of partnerships might Nielsen need to form with other companies in order to accomplish its goals?

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Scenario: The Board of Directors at Viking River Cruises as selected you as their team to identify a viable new market segment to expand their offerings and communications.  You have been asked to expand your offerings Create a memo that details your strategy directed to the Board of Directors of the organization. Include the follwing  What method of segmentation did you use to determine a new target: Demographic segmentation, Geographic segmentation, Firmographic segmentation, Behavioral segmentation, or Psychographic segmentation  Why select the method or these methods? How to determine the attractiveness of this target? Which of the 4 types of targeting are you recommending and why?  Describe the new target for this company? Develop a value of proposition that this segment would respond to ?
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