In evaluating different market segments, a firm should look at three factors: segment size and growth potential, attractiveness, and brand objectives and resources.

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These three factors are commonly used when evaluating market segments to determine which ones the firm should target. Segment size and growth potential allow the firm to assess the potential reach and sales growth of a particular segment. Attractiveness considers factors like competition, profitability, and fit with the firm's capabilities. Brand objectives and resources assess whether the firm has the necessary resources and capabilities to effectively reach and serve the chosen segment.

In Evaluating Different Market Segments, a Firm Should Look at Three