Strategic Marketing Planning

Paper Summary:

This paper discusses the concepts of customer needs. The author describes a comprehensive strategic marketing to a target audience. The paper applies this concept to marketing the product and service for a hypothetical company marketing a VPN.

From the Paper:

"Choosing an appropriate target market requires an understanding of how consumers make purchase decisions. It is necessary then to identify consumer purchasing behavior model that can govern the way consumer needs influence their buying decisions. That information will make it possible to develop a strategic marketing plan that prompts the appropriate consumer response needed to initiate purchasing. There are a number of internal and external factors that influence consumer buying and these determine how consumers will respond to various marketing techniques. Internal factors create a consumer mindset that influences ..."

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