Marketing Management, 16th Edition

Targeting Multiple Segments

As markets become more fragmented, an increasing number of companies develop offerings targeting a greater number of smaller customer segments. Even companies that start with a single offering aimed at a specific target market achieve wider customer adoption over time. As their customer base becomes more diverse, these companies transition from a single offering to a product line containing offerings that fit the needs of the diverse customers it serves.

The process of identifying multiple customer segments is similar to that of identifying a single customer segment, the main difference being that the targeting analysis yields several viable segments. Thus, a direct consequence of the decision to target multiple customer ...