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Essay text:
The major question facing the Jones•Blair Company is to “Consider the question where and how to deploy corporate marketing efforts among the various architectural paint coatings markets served by the company.”
The industrial pigments and coating markets is an emerging field. Marketing management should understand the target group and focus on exploring marketing problems in each group then focus on how to serve the customers best. Jones•Blair primary targets are “approximately 50 percent of architectural coatings dollar sales are accounted for by do-it-yourself (DIY) painters. Professional painter purchases account for 20 percent of dollar sales...
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