Market Structure The market is not a homogeneous mass, a population at large, rather it is comprised of many segments or clusters of people with similar characteristics and needs. These segments are the target for the entrepreneur’ s marketing campaign. Research is needed to establish where those segments are located, how many, their quantity, the number who will purchase the product
Customer Needs A clear understanding of why the product will be purchased is resolved by determining what needs will be satisfied by the new offering and what benefits will be received by the customer through the goods produced by the new venture.