APPLETON GREENE

The backbone of a company's marketing strategy is target market selection and positioning of a company's offerings to that target market. Aligning target market needs and customer value helps a company ensure a strong fit between what the customer wants and what the company has to offer. Since customer needs are constantly evolving and changing, companies are advised to constantly monitor this fit. Investing in customer value innovation ensures that this fit remains relevant and current. Companies are also urged to constantly be on the lookout for new target markets and ask themselves if they should serve these new and emerging markets. Sharpening the focus concerning which target markets to serve in turn helps companies develop a strong positioning for their offerings relative to competitors' offerings. Precision in target market selection and positioning improves a company's performance on virtually all key performance variables, like sales, market share, customer satisfaction and..

Also known as: Appleton Greene & Co