1. Target Market According to the textbook Strategic Marketing Problems by Roger A. Kerin and Robert A. Peterson, a target market is defined as a specific group in which a company will focus its efforts to market its product or services. Before a company can continue production, the marketer must decide who will use their product? As stated in the text, the question to be answered is “Where to compete?” » This is a very essential part of marketing strategy. When it comes to target markets, it is important to know who these potential consumers may be. Defining demographics is important to be able to differentiate between primary, secondary and tertiary markets. As we learned in previous marketing courses with Dr. Haakon Brown, the primary markets are generally those in which a marketer will decide to market their products. Even though the primary market is the first choice, this does not mean that it is the most important. As noted in Consumer Behavior: Buying, Having, and Being by Michael Solomon, the primary target market typically has certain key demographics that a business may seek to market to. An example would be Harley Davidson, as their primary market is Caucasian males aged 35 and over, as stated on their official investor site. Two reasons for this are that it is cheaper to use data already collected and it saves time. Since there are two types of secondary dates; internal and external, you have the choice between several sources. For example, internal data that can be used are financial statements, budgets, and actual sales, while external data that can be used are business periodicals, trade association studies, and U.S. Census reports. One of the reasons someone would prefer to use primary data is that the data would be more specific to the problem at hand.