Targeting Guide #6

Marketers make their job easier if they target one and only one market segment.

This ground rule is common sense.  If the marketer targets only one segment, the wants/needs of every customer in that segment are going to be the same.  In developing marketing mix tactics, all of the elements of the marketing mix can be optimized to satisfy those wants/needs thereby creating value for target customers.

If a second segment is targeted, then the wants/needs of end-users in the two segments differ to some degree.  In developing marketing mix tactics, what the marketer does for the first segment may be inappropriate for the second segment.  This adds complexity in tactical marketing mix planning.  The marketer must find compromises that are appropriate for both segments.  Often these compromises are not optimal for either segment.