Mackenzie_Chp. 2

Target Market Selection

http://www.netmba.com/marketing/market/target/

From reading Chapter 2 in the book, I decided to talk about the process of the target market selection. When selecting a target market for the segment, I learned that it is important to consider the attractiveness of the segment and the resources and capabilities of it. The target market becomes the focus of the firm's marketing efforts, goals, and objectives when the company is trying to set where they want to be and what they hope to accomplish. These accomplishments will determine the company's sales and profitability. From there the company will start working on advertising and how to promote the company that will attract the target market. Marketers rarely go after their target market with one product or brand, instead they go for a number of different strategies.