Galaxy Lighting is a new company creating chandeliers specifically to be used in hotel lobbies. Since its potential customers are very narrowly defined, it must undertake ________ to focus its marketing efforts
A) niche marketing
B) situational analysis
C) careful analysis of statistics
D) a search for the appropriate distribution channel
E) environmental scanning
A
Explanation: A) Niche marketing is another term for target marketing, the process of identifying the customers who are interested in the products. Market research is an earlier stage in the marketing process when the types of products offered would be determined. A careful analysis of statistics will not provide the guidance a company needs to locate the potential customers for these specialized products. And a search for the appropriate distribution channel will be helpful at a later stage, after the target or niche market has been located.
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