CHAPTER 7
CHAPTER 7
Target Markets: Segmentation and Evaluation
Chapter Outline
I. What Is a Market?
A. Requirements of a Market
B. Types of Markets
II. Target Market Selection Process
A. Step 1: Identify the Appropriate Targeting Strategy
1. Undifferentiated Strategy
2. Concentrated Strategy Through Market Segmentation
3. Differentiated Strategy Through Market Segmentation
B. Step 2: Determine Which Segmentation Variables to Use
1. Variables for Segmenting Consumer Markets
2. Variables for Segmenting Business Markets
C. Step 3: Develop Market Segment Profiles
D. Step 4: Evaluate Relevant Market Segments
1. Sales Estimates
2. Competitive Assessment
3. Cost Estimates
E. Step 5: Select Specific Target Markets
III. Developing Sales Forecasts
A. Executive Judgment
B. Surveys
C. Time Series Analysis
D. Regression Analysis
E. Market Tests
F. Using Multiple Forecasting Methods
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