Once a firm has segmented the market, the next step is to:

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After the market segmentation, the next step is to select a target market. This means choosing which segments the firm wants to serve and focusing on the needs and wants of those particular customers. Once the target market is defined, the firm can then position itself within that segment and develop a marketing strategy that is tailored to those customers. Only after the target market is selected can the firm begin to decide on the specific marketing mix (4Ps) to apply.

Once a Firm Has Segmented the Market, the Next Step