What you’ll learn to do: explain the role of segmentation and targeting in marketing

Segmentation and targeting answer a basic question: Who am I trying to reach? In this section, first we will focus on why segmentation and targeting are so important. Then we will discuss how to conduct segmentation and targeting and use these tools to guide marketing activity.

The specific things you’ll learn in this section include the following:

• Explain the concepts of segmentation and targeting
• Explain how segmentation and targeting relate to marketing strategy
• Explain the process and goal of market research
• Explain how market research helps marketers validate their target markets