Target markets & market segments

IB Business Management: Target markets & market segments

This section of the IB Business Magement syllabus looks at the differences between target markets and market segments (AO2).Market segments are the individual sub-groups of a large market, consisting of customers who share common or similar characteristics. Market segmentation describes the process of dividing a market for a product into smaller or distinct groups of customers in an effort to meet their specific desired...


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