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Segmentation, Targeting and Positioning - page 11 / 20

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Target Marketing: evaluate and select

The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

Evaluating market segments

Three factors:

Segment size and growth: right size and growth. relative

Segment structural attractiveness: strong competitors, substitute products, power of buyers, powerful suppliers

Company objectives and resources: make sense for long run objectives and have required resources.

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