• Are groups of potential [__________] who have common needs or wants and are willing and able to buy a...

• Are groups of potential [__________] who have common needs or wants and are willing and able to buy a product
• Are not only a place, but a set of people or organizations who create [__________] for a product
• Include the following examples:
o athletic [__________] markets
■ include customers who [__________] shoes for sports, fashion or everyday use
■ shoe brands must understand which market [__________] to serve