Marketing Transportation Brokerage Services
Unit 5: Targeting Supply Chain Buyers

Reading Assignment: Chapter 5, "Targeting Supply Chain Buyers," from Marketing Transportation Brokerage Services, by Drea/Hanna

Study Guide:

Learning Objectives for Unit 5: When you have completed Unit 5, you should be able to do the following:

1. Define target market.
2. Explain the rule of targeting.
3. Describe alternative basis for segmentation.
4. Describe microsegmentation and its relevance to transportation brokerage.
5. Discuss the four basic approaches to targeting: undifferentiated, concentrated, combined, and differentiated.
6. Discuss the connection between positioning and cannibalization.