Choosing an appropriate market for a given product. Marketers of a given product need to evaluate the different market segments and decide which and how many to serve. To do this effectively, they must examine three general factors: (1) segment attractiveness (i.e., the impact of competitors); (2) segment size and growth; (3) company objectives and resources.
Market targeting differs from target marketing in that a product is already established and decisions must be made as to which market is most appropriate for it. In target marketing, a company finds a market it wants to serve and then develops a product appropriate for that market. See also market coverage strategy; position; target market.
