After reading this chapter you will:

appreciate the meaning and importance of the concept of market boundaries;

understand the relationship of market boundaries to the key process of target marketing;

be familiar with the steps in target marketing;

understand the different bases which may be used to segment consumer and organizational markets, including some of the more recent developments in this area;

be aware of the main considerations in evaluating markets for targeting strategies;

be familiar with the concepts and techniques relating to product positioning.