More complex than they appear Targeting decisions: More complex than they appear To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition 1. The composition of target segments depends on how a marketer segments the market in the first place To accompany A Framework for Marketing Management, 2nd Edition

2.Then comes the TENTATIVE decision of how many segments to target To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition 3. THEN comes the decision of how to position one’s own offering vs. competition in the chosen segment(s) To accompany A Framework for Marketing Management, 2nd Edition

4. And if that doesn’t seem workable, some other segment… To accompany A Framework for Marketing Management, 2nd Edition

To accompany A Framework for Marketing Management, 2nd Edition 5. And if THAT doesn’t seem workable, maybe there is a better way to segment the market To accompany A Framework for Marketing Management, 2nd Edition

So it’s an iterative process, and there isn’t a formula for success. To accompany A Framework for Marketing Management, 2nd Edition