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Top Market Strategy by Elizabeth Rush Kruger

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12.1 Evaluate JetSpray's Top Market Segment

Most businesses seek a target market that is identifiable, actionable, underserved, accessible, substantial, growing, and sustainable. Table 16 evaluates the top market segment relative to these seven criteria. The evaluation comprises statistically significant characteristics that distinguish customers in the top market segment from other customers. Based upon this evaluation, we conclude that JetSpray's top market segment fulfills each of the seven criteria and thereby qualifies as JetSpray's target market.

Table 16. Evaluation of JetSpray's Top Market Segment

CriteriaEvaluation of the top market segment
IdentifiableMembers of the top market segment are identified as wealthy, extraverted, female, ...

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