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Irwin/McGraw-Hill Guide to Marketing on the Internet

1998-1999

Target-Market. Stra. tegies. 9-1 FOCUSING ON AN INDIVIDUAL MARKET
SEGMENT By tailoring marketing programs to individual market segments,
management can do a better marketing job and make more efficient use of its
marketing resources. The first examples given in the text reflect a one- or two-
market segment approach. Take a look at the following homepages and describe
how each of these firms is zeroing in on a definable individual market: Casual
Male/Big & Tall ...

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