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The Fashion Channel is a niche market that caters to mostly women 18 to 74. The Fashion Channel had become successful through the 35-54 women viewers without having to articulate and detailed segmentation, branding, or positioning strategy (Stahl, 2007). Dana understood that The Fashion Channel would have to increase viewers and increase advertising pricing.
In order to create a successful marketing plan, Dana Wheeler knows that the correct identification of consumer segmentation is critical to her success. Dana needs to identify and pursue the consumer groups that will bring in the most revenue over time to The Fashion Channel...
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