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The general marketing philosophy of the company, which should include the kinds of customer groups to be targeted by the initial intensive selling effort; the customer groups to be targeted for later selling efforts; methods of identifying and contracting potential customers in these groups; features of the product or service (quality, price, delivery, warranty) to be emphasized to generate sales; and innovative or unusual marketing concepts that will enhance customer acceptance.

Cover of Frederick, O'Connor, Kuratko (2019), Entrepreneurship Theory Process Practice (Melbourne: Cengage) Glossary term from Asia-Pacific edition of Entrepreneurship Theory Process Practice (Melbourne: Cengage, 2019)

Synonyms:
marketing strategy
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