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Explain the concept of targeting and understand its importance

Explain the concept of targeting and understand its importance.
Identify the criteria for targeting segments.
Understand the importance of market sizing.
Understand the concept of positioning and its importance.
Learn how perceptual maps facilitate an understanding of a company’s or brand’s position in the marketplace.
Introduce the positioning matrix.
Identify the essential elements of a positioning statement.
Recognize the multiple meanings of the term product.
Learn the distinguishing characteristics between goods and services.
Appreciate why the distinguishing characteristics between goods and services are important.
Acknowledge the core elements of the market offering.
Appreciate the factors affecting product line breadth and depth.

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