| market penetration strategy | A group of companies providing similar, complementary, or substitute products and services
(See page(s) 49)
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| customer profile | A complete picture of a venture’s prospective customers
(See page(s) 65)
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| market segmentation | The process of grouping a market into smaller subgroups defined by specific characteristics
(See page(s) 66)
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| age cohorts | Groups of consumers born during a specific time period
(See page(s) 67)
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| household | A group of people living together in one housing unit, such as a house or apartment
(See page(s) 69)
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| family life cycle | The stages a family goes through that reflect changing characteristics, such as age and whether children are living at home
(See page(s) 69)
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| market research | The collection and analysis of information aimed at understanding the behavior of consumers in a certain market
(See page(s) 72)
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| secondary data | Information already collected by someone else
(See page(s) 72)
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| primary data | Information obtained for the first time and to be used for a specific study
(See page(s) 73)
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