— ‘Every firm must managed to find a niche position and differentiate itself from competition. Brand positioning can help to create awareness, generate interest and desire among prospective customers, and increase adoption of products and AREADTH OF SERVICE OFFERINGS Narrow — WideA market segment is one where a group of buyers share common characteristics, needs, purchasing behaviors, or consumption patterns. A target segment is one that a firm has selected, from among those in the broader market, and defined on the basis of several variables. + Who makes the decision, * The timing of use (time of day/week/season). * Whether the individual is using the service alone or with a group. * Whois in the group.