ABSTRACT
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.
