The Producers’/Sellers’ World :
The Producers’/Sellers’ World Firm A produces offerings in product categories according to its own interest/expertise as it plans to achieve satisfactory return or investment, in the face of other firms.
The Population :
People pursue tasks and interests in a variety of domains of activity. The Population
Those who engage in an activity that corresponds to the firm’s product category are prospects… :
Non - Prospects - those who don’t are non-prospects. Those who engage in an activity that corresponds to the firm’s product category are prospects… People who engage in an activity that corresponds to mgt’s product category are the firm’s prospects - the outer limit of management’s market for the product category.
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Non - Prospects Within the market, prospects’ conditions vary, giving rise to variation in prospects’ motivations (market segments). The Market Prospect B Prospect A Prospect C Classes of motivation Activity Domain
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Non - Prospects Prospect C A firm tailors its offering to suit motivations of one or more market segments in hopes that prospects’ action will choose the firm’s offering among marketplace alternatives, including non-marketplace (do-it-yourself alternatives).