1. More complex than they appear
Targeting decisions:
More complex than they appear
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1. The composition of target segments depends on how a marketer segments the market in the first place
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3. 2.Then comes the TENTATIVE decision of how many segments to target
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4. 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)
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5. 4. And if that doesn’t seem workable, some other segment…
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6. 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
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7. So it’s an iterative process, and there isn’t a formula for success.
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