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Identifying Target Markets

Marketing a service poses new challenges to the marketer. In this assignment, pick one of the following services: A doctor’s office, an airline, an employment agency, or a bank. I have been assigned an airline.
First – outline the target market for the organization you have selected, (an airline) based on applicable segmentation characteristics. Justify why you picked these criteria to identify your target market.
Then – Discuss the service’s special nature and how you would apply the four service characteristics, outlined in figure 7.3, to the organization you selected.
Four Service Characteristics:
1) Intangibility – Services cannot be seen, tasted, felt, heard, or smelled before purchase
2) Variability – Quality of services depends on who provides them and when, where, and how
3) Inseparability – Services cannot be separated from their providers
4) Perishability – Services cannot be stored for later sale or use
On your cover page, include your name, date, and the organization you are analyzing.


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