Let’s start by examining the world of marketing! What is it, what does it consist of, and how are the different components used? Marketing Explained helps you to grasp the whole context and content of marketing.
We have learnt in the section Market Segmentation that a company cannot serve all consumers in the total market. Their variety and that of their needs is simply too large. Therefore, we have segmented the market, by dividing it up into small segments. Now, we should target those segments we can serve most efficiently and effectively: Market Targeting. This is the second step of setting up a marketing strategy.