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Selecting the target market

How to select the target market
A row of paper shopping bags on the floor
© ULAW Business School


After evaluating all these factors, the company must choose which market to target. The final selection of a target market consists of buyers who share common needs and characteristics, and the company which has assessed that it has the necessary capabilities to serve.

There are several strategies brands can chose to carry out Market targeting can be carried out in several different ways – undifferentiated, differentiated (including micromarketing), concentrated, and customised. We will explore each of these choices in more detail in the next section.

© ULAW Business School
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Strategic Marketing: Segmentation, Targeting, Positioning

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