BUS602: Marketing Management

This video discusses segmentation and developing target markets by providing some practical examples.

We previously discussed various segmentation methods that are used to develop target markets. The segmentation methods are used specifically to determine what customers exist in the target market for the firm's offering. Marketers do not want to spend resources promoting their products to consumers who likely do not want to buy them. Therefore, marketers must focus on the likely buyers of the target market and expend their resources on targeted customers.