Marketing Generics Application Note:

10 criteria to determine whether a market segment is attractive or not

Market opportunities exist everywhere for marketers, but a key question is which segments should you actually target?  In reality, some segments are more attractive than others, and some are not attractive at all, so the ability to select where to put one’s effort is vital.  In fact market or segment selection implies having strategic focus – choosing where to put one’s main effort, but also where and when to walk away.  This short Application Note explains key criteria that will help you chose which segments are attractive, and when to walk.


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