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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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42. Target Market Strategies

In Section II, “Research,” you defined your primary and secondary target markets and learned why focusing on a specific target market is one of the most important strategies for your business. The information in this chapter will help you refine strategies to reach your target audience.

Rich, Niche Markets

Although mass marketers benefit from higher sales volume than niche marketers, there are many reasons to choose a strategy focused on penetrating niche markets. A company that delivers products or services to a niche market understands the needs of its customers in ways that a mass marketer can never achieve. A deeper understanding of customer needs enables a company to provide better products and services, and ...

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