Target market

Author: IFC China Project Development Center
Publisher:
Publish Date: 2003-01-01
Features: To survive in a competitive world, it is crucial to identify your key target market (segment) and concentrate your company's limited resources effectively serving that market. By reading this book, you will be able to learn:
1. Differentiate between market segmentation, target market, and market positioning;
2. Use four methods to segment consumer markets and five methods to segment business markets;
3. Establish the criteria for effective market segmentation;
4. Identify three market coverage strategies and the five factors to consider when selecting a market coverage strategy.
This book focuses on how to segment markets and select appropriate target markets, specifically describes the benefits of market segmentation for businesses and buyers, and clarifies that the differences among buyers are the foundation of market segmentation, as well as the methods of segmentation.