- is the set of all actual and potential buyers of a product.

• Market Segmentation

• Market Targeting

• Market

• Positioning

– is the process of dividing a market into distinct groups of buyers who might require separate products and/or marketing mixes.

• Market Segmentation

• Market Targeting

• Positioning

– is the process of evaluating each segment’s attractiveness and selecting one or more of the market

• Positioning

• Market Segmentation

• Market Targeting

is the process of developing competitive positioning for the product and an appropriate marketing mix.

• Market Targeting

• Positioning

• Market Segmentation

- divides buyers into groups based on their knowledge, attitude, use or response to a product.

• Segment size and growth

• Behavior Segmentation

• Positioning

– is the degree to which the segment’s size and purchasing power can be measured.

• Accessibility

• Substantiality

• Actionability

• Measurability

– refers to the degree to which segments can be accessed and served.

• Actionability

• Substantiality

• Accessibility

• Measurability

is the degree to which segments are large or profitable enough to serve as markets.

• Accessibility

• Measurability

• Substantiality

• Actionability

– is the degree to which effective programs can be designed for attracting and serving markets.

• Accessibility

• Actionability

• Substantiality

• Measurability

– involves companies analyzing the segment size and growth and choosing the segment that provides the best opportunity.

• Segment size and growth

• Segment Structural Effectiveness

• Company Objectives and Resources