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Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the ... - page 12 / 21

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7-12

Micromarketing

Tailoring products and marketing programs to suit the tastes of specific individuals and locations.

Local Marketing: Tailoring brands and promotions to the needs and wants of local customer groups—cities, neighbourhoods, specific stores.

Individual Marketing: Tailoring products and marketing programs to the needs and preferences of individual customers.

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