June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Summary
Targeting is the process of identifying customers for whom the company will optimize its offering. Targeting reflects the company’s choice of which customers it will prioritize and which customers it will ignore when designing, communicating, and delivering its offering. Targeting involves two types of decisions: strategic and tactical.
Strategic targeting involves identifying which customers (segments) to serve and which to ignore. Strategic targeting is guided by two key factors: target compatibility and target attractiveness.
Target compatibility reflects a company’s ability to create value for customers. It is a function of a company’s resources, including business infrastructure, scarce resources, skilled employees, collaborator ...
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