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Learning Objectives: To illustrate the development of market segmentation options, using a combination of market and consumer data, financial analysis, stakeholder inputs, and other analytic resources; demonstrate how quantitative analysis can be used to support a strategic marketing decision by asking students to review multiple data inputs and to calculate the bottom line impact of proposed options; and highlight the issues involved in managing a business that is experiencing a changing competitive environment. Subjects: Change management; Consumer marketing; Market research; Market segmentation; Quantitative analysis...
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