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 Why a new approach to segmentation analysis?

 The relationship between market coverage strategy and target market is not made explicit.

All marketing textbooks mention target markets, but most do not say where a target market comes from. But the choice of a market coverage strategy defines the target market(s). So there is a simple and logical relationship between choice of market coverage strategy and number of target markets, a point not made in the textbooks.

The run up to choice of market coverage strategy is also not explained well, nor is any device available to make this choice easier and more logical. A segmentation circle, however, forces the analysis on true segmentation variables (and not evaluative dimensions more appropriate for positioning) and also allows the choices of market coverage strategy to be clearly seen.

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