Market Targeting

There are many statistical techniques for developing market segments.65 Once the firm has identified its market- segment opportunities, it must decide how many and which ones to target. Marketers are increasingly combining several variables in an effort to identify smaller, better-defined target groups. Thus, a bank may not only identify a group of wealthy retired adults but within that group distinguish several segments depending on current in­come, assets, savings, and risk preferences. This has led some market researchers to advocate a needs-based mar­ket segmentation approach. Roger Best proposed the seven-step approach shown in Table 9.6.

Source: Kotler Philip T., Keller Kevin Lane (2015), Marketing Management, Pearson; 15th Edition.

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