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John Gokongwei

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Submitted By clareybarey
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I. Background
Customers have different needs, wants, as well as expectations in life. And in order to attain these significant differences and be able to serve them efficiently, market should be first segmented. And once the firm has identified the firm’s market-segment opportunities, the firm now has to evaluate the various segments and decide how many and which ones to target. We now look at how firms evaluate and select target segments. Imagine practicing archery with your eyes closed or throwing a football with a blindfold on. In both cases, being prevented from seeing your target would make it nearly impossible to hit it. This concept can easily be applied to business, as well. Doing business without knowing what your target market is will prevent you from reaching your objectives: increased sales, market share or brand awareness.
Market targeting is a strategic approach to creating a marketing mix for a specific, targeted market segment and set of customers. It is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.
In evaluating segments, it must look at the segment’s attractiveness indicators and the firm’s objectives and resources. In choosing which segments to target, the company can choose to focus on a single segment, several segments, a specific product, a specific market, or the full market. If it decides to serve the full market, it must choose between differentiated and undifferentiated marketing. II. Theoretrical Framework
Four other considerations must be taken into account in evaluating and selecting segments: ethical choice of market targets, segment interrelationships and supersegments, segment-by-segment invasion plants, and intersegment cooperation.
Ethical Choice of Market Targets Market targeting sometimes generates public controversy. The concern arises when

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