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1. Why would a Marketer want to segment the population? Shouldn't the Marketer want a broad Target Market to sell to everyone possible?

2. Why might you think of Marketing Planning as a narrowing-down process and what does a Marketing Plan do for an organization? How does it differ from Business Plan for the entire enterprise?

3. There are three different organizational markets: industrial divided into 'for profit' and 'non-profit', resellers, and government. Define each and discuss the fundamental differences between them.

4. What is the difference in the type of questions asked with quantitative market research and qualitative market research ? What is the difference in what can be learned from each type of research?

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