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OBJECTIVE Identify the factors at work in the market; market penetration strategies. DESCRIPTION Description of national and trans-national institutions, private companies, user/consumer associations, distributors. Classification of customers. Principles of market and customer segmentation. Positioning and other market penetration strategies. BIBLIOGRAPHY MARTÍNEZ, E.: Manual de Investigación Comercial. Pirámide, Madrid 2000 METHODOLOGY Theoretical explanations applied to real cases. Analysis of the situation of actual companies and products. EVALUATION 20% class attendance and participation, 40% multiple-choice exam, 40% individual assignment.
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