When targeting attractive market segments different targeting strategies suit different opportunities.The three target market strategies available to marketing managers are niche-market strategies,broader large-market strategies and growth-market strategies.

Question

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Most successful entrepreneurial ventures target narrowly defined (niche) market segments at the outset, as Knight and Bowerman (Nike) did. The primary objective of a broader large-market strategy is to capture sufficient volume to gain economies of scale and cost advantage. The growth-market strategy is often favoured by smaller competitors to avoid direct confrontations with larger firms while building volume and share.

When Targeting Attractive Market Segments Different Targeting Strategies Suit Different