The marketer must then tell his/her target
consumers about the product —
promotion — as well as making it readily
available at the right price: the
development of the full marketing mix.
Whether positioning or repositioning it is
essential to have a good understanding of
those targeted[17]. Having recognised intrinsic
differences between customers the opportunity
to use this to improve targeting effectiveness must
not be lost. With this kind of information
companies, like Boots with Children's World or
Sears with Adams, can find themselves better
equipped to tailor the mix of product/service
offering, price, promotion and distribution
strategies to maximise appeal.