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  • So far, you have only been considering the customers of your product or service as one big group, or a mass market.  More astute marketing breaks down this large group into smaller market segments of consumers who have similar characteristics.  For any specific product or service, there could be numerous market segments.  However, company resources may only allow a company to pursue one or two or these market segments, which then become target market(s).  In this paper, you should divide the mass market for your product or service into at least two market segments and then pick one target market you think would have the most potential for future growth.  
  • Chances are you picked a product with which you are familiar. That is a good starting point, and you may represent one target market.  But you may represent a target market that is saturated and therefore not the best target market to pick for the remainder of the semester.  So be sure your second target market is different enough and represents growth potential
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