ABSTRACT
The creative entrepreneur seeks to find more customers from the same geographic location, having the same personal characteristics and with similar purchase motivation as the business's current customers. However, by targeting a single consumer market segment with similar characteristics, the creative entrepreneur can develop and communicate a single message that will improve the chance of attracting the consumer segment to the product. The choice of targeting strategy is determined by the size of the business and its available resources. Targeting more than one group is a multi segmented strategy. One of the current consumer trends is the desire to have products customized as much as possible. Therefore mass customization is a less expensive option than a fully individualized product. Creative entrepreneurs must create some way to gather feedback on consumer post-purchase evaluation. The creative entrepreneur can choose to segment the marketplace by any characteristic that makes sense.
