1.4 Target Marketing

Target marketing is the process of evaluating market segments and selecting the best one as the target market. Marketers evaluate each market segment relative to certain criteria (Table 3) and multiply these scores to calculate each market segment's overall score as a predictor of its long-term profitability. Since scoring low on any criterion dramatically lowers its overall score, one “fatal flaw” can disqualify a market segment from selection as a target market.

A market segment must score well on each criterion to be selected as a target market.