ng quite specialized sales messages.
Determining the proper segment within a target market is essential for marketing success in America. We have segmented our concept into a geographic segmentation, which we have modified by applying three secondary segmentation techniques: behavioral, demographic, and buying habits. In America, the purpose of market segmentation is to identify potential markets that are (a) quantifiable, (b) large enough to be profitable, and (c) easily reached.
The target segment shares one thing in common -- an almost universal fear and or resentment of vermin. Various surveys show that this fear is worldwide. Although everybody can be said to "hate bugs" there must be other factoring elements involved for the testing to be meaningful (Morris, 1999).
Therefore, the potential 280 million customers in the United States is halved using statistical practices into 140 million females. Factoring out the females who do not fit into our 25-50 age range gives us some 81 million potential consumers. An
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