Targeting

• Targeting: The firm has to assess the attractiveness of each segment and decide which segments would most likely to be interested in its service
• The company should focus its efforts on those customers it can serve best- it's target segment
• Focus - providing a relatively narrow product mix for a particular target segment
• The extent of companies focus two dimensions: market focus and service focus
• Market focus - the extent to which affirm serves a few or many markets
• Service focus - the extent to which a firm offers of few or many services
• Fully focused - provides a limited range of services (perhaps just a single core product) to a narrow and specific market segment
• Market focused - company offers a wide range of services to a narrowly defined target segment; The firm can sell multiple services to a single buy
• Service focused - offer a narrow range of services to fairly broad market
• Unfocused: try to serve broad markets and provide a wide range of services
• Unfocused: Jacks of all trades and Masters of none