ABSTRACT
To serve as an introduction to the subject of target marketing and segmentation, I would like to look at the subject of consumer choice from the consumer's viewpoint for a moment, as we will be spend ing most of the book looking at choice from the producer 's view point. The choice of organizing metaphor occurred during a recent family trip to Florida, coming soon after a similar trip to Oregon. In neither case did I make the hotel selection-but let us begin.
