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BUS 350 - New Venture Creation

This guide is for John Clarke's Spring 2024 course.


Market Research

A major discipline of marketing whose main function is intelligence gathering and analysis on a particular market, industry, geography, customer group, competitors, or specific product or service area. Marketing campaigns are like war strategies: they are highly dependent upon good intelligence, before, during and after the event. In successful marketing campaigns, market research is vital to bringing a deeper understanding of the target market: its size, growth, segments, trends and dynamics, customer groupings, customer wants, needs and desires, competitors and their campaigns, demographics. (Oxford Dictionary of Marketing)

Target Market

A particular audience or segment that have been identified as likely customers of a product or service. See also segmentation. (Oxford Dictionary of Marketing)

Databases and Other Sources

"Country Culture"