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This will hopefully ensure every segment can be targeted using the marketing mix.
Organisations do this as they know people have different buying behaviours. Mass marketing is used less now as companies look to target groups that they can meet the needs of best. Also known as the 'Four Ps', the marketing mix elements are price, product, place and promotion. Some people will increase the mix to 'Seven Ps', to include people, physical evidence and process.
When deciding the right marketing mix they will need to look demographic issues, age, gender, marital status, income, occupation, education, religion, nationality and ethnic group...
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